The best case for the argument that it’s time to retire the descriptive term “DMV” is that it still requires explaining to just about everyone who doesn’t reside in the metropolitan DC area. Though it’s been used quite a while, except for us locals and Nikki Minaj, no one intuitively gets that the acronym means District, Maryland and Virginia. And except for us, no one uses “DMV”. Now we know this is just opening up a very old discussion thread, but we revisit the subject because there’s a point to be made to aspiring artists from our region that using the term doesn’t help when the goal is building a national following. Brand recognition is a measurable indicator for growing an audience. So here’s the rub; if using DMV was indeed a cultural phenomenon cultivated by the area hip hop community, it’s had the opposite effect than its original intent. DMV is still very much a local brand. It’s had years to grow into a nationally recognized brand. It hasn’t. And it won’t.
In the first place, unless it’s absolutely true that Dre All Day In Da Paint is the originator, the nickname wasn’t coined by anyone who resides within the boundaries of the District of Columbia. Nobody who was born in DC and grew up in the city identifies themselves as being from the DMV. Why would they? That brand isn’t necessary or relevant to them so chances are slim they are any help at all in making it relevant nationally. They just aren’t going to find themselves in New York being asked, “Where you from?” and respond, “I’m from the DMV!” Secondly, even if we acknowledge the intent of the term is to promote inclusion and togetherness in the area – kind of a “We all roll with the same gang” theme – there’s still an underlying motivation on the part of DC area club and party promoters that far outweighs any need by artists to use it. Call it what you want; DMV, DC, Mo/County, Alexandria… this area consistently under-supports independent artists. We’ll pay $30 a pop at the Howard Theatre to watch the radio flavor-of-the-month lip synch through a set, but won’t spend $5 at a venue to hear a local talent perform with a band. The only real value of DMV is the value local promoters derive from using it to coax suburbanites into the city for over-hyped, over-priced events.
It’s time to rebrand. Actually, it’s time to go back to the real brand; #DC. It’s a strong brand, a national brand, in fact a highly recognizable global brand. A brand confirms credibility and emotionally connects a target audience. If you’re a college student, a government worker, a bon vivant or just got locked up, no matter where you go all you have to do is say you’re from DC and it automatically commands credibility. Go to North Carolina, California, Hawaii or France and say you’re from DC and folks will start talking about the neighborhoods they know or visited. That’s an emotional connection. Using it when working to introduce our area’s music to a national/global audience is the same as using “New York” though the artist may be from White Plains, or “Atlanta” even though the artist is from Marietta. You think any artist who lives within 20 miles of Los Angeles is not going to rep LA? Where you’re from is how you generate attention with folks who identify with places they’ve heard about.
Buzz is a funny word. There’s local buzz, national buzz, global buzz. Brands live or die on buzz. In entertainment buzz means momentum. For DC area artists the challenge is to be analytical about the drivers behind momentum. There is no signature DC sound, which is not a good thing, so there is a need to make up for that with a different narrative. What we do have in DC is a style and a swagger all our own. That’s the crest to ride. That’s the common connection. That’s what we should be selling. It’s valuable if you know how to market it.
If it’s all about Hip Hop culture check your favorite rappers and see what city they shout out in their tracks. Check Twitter. It’s #DCorNothing baby.