In 2011, synth pop was enjoying a new wave of popularity, and Chrvches benefited from that spotlight, getting a boost into the public consciousness through an association with groups like M83,
The latest Chvrches record, 2015's Every Eye Open, could be described as ebullient, expansive pop infused with thoughtful lyrics and correspondingly complex emotional colorings. It is reminiscent of some of the music Madonna did as the '80s crossed into the '90s. Although the group's growth in popularity over the last two years has been dramatic, Chvrches has kept as close a relationship with its fans as possible through its social media presence, which the band maintains directly, often interacting with fans individually.
“The connection with our fans has really grown, and our social media interaction [has become] much bigger and more significant,” says Iain Cook. “Particularly on this album. On the first record, we would go out after a show and we'd sign a bunch of stuff and get pictures with our fans. Now we're being more organized about it, and we've got a dedicated site set up where people can sign up to it and we randomly pick a bunch of people every day before every show to come hang out with us. And we'll get pizza or doughnuts and just chat. And that's something that we're really seeing the benefits
"The bands we grew up loving still have a devoted fan base," says Cook. "I'm thinking of bands like Depeche Mode, Paramore and Tegan and Sara. They have an amazing connection with their fans. It's something that's really important, because the fans are the reason we're here. We wouldn't be here if it weren't for people buying tickets and buying our records and giving us so much support and spreading the music to their friends. It started off with us responding to people directly, and it has grown into something a lot more significant, I think.”
Chvrches will be doing a meet-and-greet and album signing at Twist & Shout Records on Thursday, October 22, from 1 to 1:45 p.m. For more information, please visit the Twist & Shout website.
Catch Chvrches this Thursday, October 22, at the Fillmore Auditorium, with Mansionair. Door time is 6:30 p.m., and the show is at 7:30