San Francisco Radio Station Plays Nelly’s ‘Hot In Herre’ For Almost 24 Hours Straight (So Far)

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.

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.