Derryman Tony Cregan, who ran the city's HMV store for more than ten years, recently opened up a new store in the same city - called 'HVM'.
All HMV stores across Ireland and the UK were shut down earlier this year after the business went into receivership, but Cregan maintains that his store was operating successfully throughout this period.
After securing 15,000 signatures on a petition to save the shop Cregan realised that there was a considerable gap in the market if HMV exits the area, so he decided to set up his own replacement store - HVM.
Cregan explained further, as reported on BreakingNews.ie: "We thought what is the point calling the new show Local CDs, or whatever, we'll just call it HVM. HMV is gone."
This didn't go down well with His Master's Voice. The company is back trading in the UK and Ireland, thanks to being saved by restructuring firm Hilco. A letter from their company's legal team suggested that the HVM name was causing confusion and that the "continued presence in the market of your business operating under the name HVM has caused and will continue to cause substantial damage to our client's reputation and goodwill. "
Cregan's solution to the problem was simple, yet a stroke of genius. "So we just turned the sign upside down, now it's called WAH."
The response in the city has been huge. People are supporting WAH in their droves.
"People are saying the vibe here is great, it's really friendly", explained Cregan. "I'd love to say that was our intention all along and we're really smart, but that wasn't the plan at all."