As was documented pretty extensively over the past 12 months or so, national record store brand and Dre Beats pusher HMV almost closed down for good thanks to poor profit margins.

Shutting up shop in hundreds of towns and cities across the country, many small-town customers were left wondering where they'd be able to walk into a store and buy music considering the death of independent record stores in many areas (due, in part, to larger record store brands).

Enter Derry-based music lover Tony Cregan, a man so intent on providing his city with tunes that he opened his own shop, ingeniously naming it "HVM".

Why "HVM"? He explains: "We thought, what is the point calling the new shop Local CDs or whatever, we'll just call it HVM. HMV is gone."

Unfortunately for Tony, his plan didn't go unnoticed by HMV's litigation team who claimed HVM could "cause substantial damage to [their] client's reputation and goodwill."

Despite his store arising from the ashes of a HMV outlet 15,000 people signed a petition for to save, HMV continue to contest his use of their purple and black colour scheme.

Now called "WAH" after an ingenious flip of the sign, Tony's parting shot has been to add a speech bubble to his beloved record shop's branding which reads: "His Master's Voice told us to change."

The newly renamed WAH is currently still fighting to retain their natty paint job as Derry customers continue to support Tony and his staff with their crusade.

"People are saying do they own the alphabet and the rainbow as well? Did they copyright them?...It's like David and Goliath. People are saying to fight them." [via The Guardian]