SOURCE – Let’s focus on the new album. Can you tell us more about the title?
Gwyn Strang (Vocals) – We haven’t announced the record yet, so it’s still a secret…
SOURCE – Do you have any specific expectations for the album?
Gwyn Strang (Vocals) – The only expectations we have for this album are that we continue to grow as artists, and hopefully that growth is evident.
This is the first time we’ve worked with a producer on a record, which was exciting and definitely opened some doors for us sonically.
SOURCE – Music videos have become an essential part of album releases. How do you view the role of music videos in promoting this new album?
Gwyn Strang (Vocals) – We are both very visual people, so the videos become an extension of the songs for us.
That being said, it truly is an art form in itself. We have just as much camera gear as we do music gear. We enjoy switching modes from songwriting—which is essentially audio storytelling—to creating videos, which is essentially visual storytelling.
We both love playing among the ruins, and being able to portray that through a video helps us fully immerse ourselves in the world we are creating. Frayle has become a whole world for us.
SOURCE – What role does technology play in your music creation process, and how do you stay updated with evolving tools and software?
Gwyn Strang (Vocals) – We are always scouring YouTube for videos showcasing new synths, new guitar pedals, new plugins, etc. I think we are more interested in creating a sonic vibe than in just making a riff over drums. It’s incredible that software has allowed us access to so many sounds.
That being said, I still like to run my software sounds through hardware. We have a hybrid studio in our house that we track in. There is always a hardware component to everything we do. You can really hear this on our new record—there are lots and lots of layers.
SOURCE – How do you balance the creative aspects of music production with the commercial side of album creation and marketing?
Gwyn Strang (Vocals) – The creative side is always the thing we concentrate on. Our songs are a way to express ourselves, and without that expression, the music would become shallow. I think people can tell when it’s authentic, and that’s what makes them relate to and enjoy the music. The visuals and marketing come after we’ve finished the songs.
SOURCE – Streaming platforms like Spotify have dramatically changed how music is consumed. How has your relationship with streaming platforms evolved over the years, and do you feel they’ve had a positive impact on your career?
Gwyn Strang (Vocals) – Streaming platforms are a necessary evil, unfortunately.
I definitely think they’ve had a positive impact on our career. It’s an easy way to get in front of a lot of people quickly. It’s sad, though, that industry decisions are based on your streaming numbers. The number of people who listen to a song should not be a judgment on how good or important that song is to a listener.
SOURCE – You recently filmed a video for the track Walking Wounded. Could you tell us a little bit about the video?
Gwyn Strang (Vocals) – Walking Wounded was filmed in the House of Wills in Cleveland. It’s a crumbling, darkly beautiful old funeral home. We’ve filmed there before, and it feels familiar and comfortable… and we’ve still only shown a small fraction of it in our videos. Walking Wounded introduces the brides, or “Sacrifants.” Keep an eye out for them in our future work.
SOURCE – Are you surprised by the power of social media today to influence people around the world? How does Frayle approach its own social media content?
Gwyn Strang (Vocals) – I think social media has its place, and it’s very important in growing a “brand” and sharing ideas. The upside is that you can follow like-minded people for inspiration. You can have a dialogue with influencers, and sometimes even your heroes.
The downside is that, again, your numbers as a band can be used by the industry to make decisions about your career. But ultimately, it could be said that if you build your numbers big enough, you can insulate yourself from the potential pitfalls of the industry. Luckily for us, we have a great team in place.
SOURCE – After this album’s release, what are the next steps for the band in terms of live performances and touring?
Gwyn Strang (Vocals) – We will be going to parts of Europe in August, and then there may be some other plans we’ve been working on—but we can’t announce them just yet… or maybe not. But probably.
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