San Francisco radio station KVVF 105.7 has had one song in non-stop rotation since 3 p.m. yesterday afternoon: Nelly's "Hot In Herre." Despite every assumption short of someone falling asleep with their hand on the repeat button, the move is apparently a publicity stunt for the station's upcoming re-branding. And it seems to be working.
Twitter users have employed the hashtag #Nelly1057 to offer their two cents on the stunt, including nostalgic memories of the 2002 smash hit, as well as joking bits of sarcasm.
Due to #Nelly1057, all clothing shops in Cali have been abandoned. Clothes are scattered along the streets. People walking around nude.
— Hardcore Gentleman (@NujabWes) March 15, 2014
Univision's Latino Mix 105.7 will switching gears to English-language pop brand Hot 105.7. Listen to Nelly's "Hot In Herre" over and over on the station live here.