Chvrches, deliberately misspelled to maximize Google-search recognition, formed after Mayberry, Cook and Doherty were slogging through indie-rock bands and day jobs.
A tactic only for the Google search result age. Bands can go through all sorts of hoops to select a good name that reflects who they are as well as attracts the attention of consumers. I’m reminded of how the Beatles selected a name – multiple name changes in the early years and resisting the influence of the day to be something like John Lennon and the Beatles (have the group name reflect the lead singer/personality) – versus how Blur selected theirs – off a list of potential names given to them by a label executive. (For a fun Wikipedia time, check out this page with hundreds of band name etymologies.) Today, you can add to the list the strategy of taking a common name or phrase and then tweaking it in such a way that no other Internet personality could overlap. Still, I can hear the conversations even among fans:
I like that song. Who is the artist.
Great. Wait, I can’t find anything about them online.
Yeah, they have a v rather than a u in their name.
Oh, there they are…