For Greg Edwards, the true measure of success for Failure’s latest album, Location Lost, isn’t found in streaming numbers or industry metrics. Instead, it is found in the visceral experience of performing live. “The most important thing about it, for me, is going out playing the songs and playing to people who want to hear it,” Edwards shared during a recent appearance on Loudwire Nights.
After decades in the industry, Edwards has developed a pragmatic approach to expectations. “I think we’ve released so many records now, I’ve learned to kind of turn down the expectation level,” he admitted. He noted that the studio environment is inherently isolating, making the connection with an audience onstage a vital, often surprising, validation of the work. “You’re so insulated when you’re working on stuff and then when you actually go out and you’re onstage and you’re playing the music, it’s sometimes startling how people respond to it.”
A Legacy of Discovery
Reflecting on the band’s history, Edwards recalled the early days when their reach was limited to a small circle of listeners. The band’s resurgence following their hiatus between 1997 and 2013 remains a point of genuine gratitude for him. “When we reformed and did that first show at the El Rey, it was shocking,” he said. He expressed particular joy in seeing a new generation of fans discovering their catalog through modern avenues like playlists and YouTube.
However, Edwards acknowledges that the current landscape of music discovery is a double-edged sword. While the accessibility of music is unprecedented, the sheer volume of content can be overwhelming. “There’s just too many bands,” he noted. “It’s hard to suss out what is worthwhile and what’s not, so you just sort of give up.”
The Role of AI and Future Perspectives
Despite the challenges posed by algorithms, Edwards remains cautiously optimistic about the evolution of technology in music. While he finds current algorithmic suggestions often “unsophisticated,” he believes the future of AI could eventually become a more nuanced tool for listeners. “I suspect that AI is just going to get better and better at really understanding us… in terms of music, it may be helpful for finding the stuff you really like.”
The conversation also touched on the band’s collaborative spirit, specifically the inclusion of Hayley Williams on the track “The Rising Skyline.” Edwards praised her contribution, noting that her vocal performance added a layer of fragility and emotion that felt entirely organic to the song. Furthermore, he expressed an openness to seeing other artists interpret Failure’s work, citing the unique experience of finally hearing A Perfect Circle’s cover of “The Nurse Who Loved Me” years after its release.
As Failure continues to navigate their enduring career, Edwards remains focused on the authenticity of the craft, balancing the realities of the modern industry with the simple, powerful act of connecting with fans through song.
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