A San Francisco Radio Station Has Been Playing Nelly's "Hot in Herre" for Almost 72 Hours Straight

Latino Mix 105.7 is pulling quite the stunt to mark their rebranding

Hot in... So hot in herre... So hot in... OH!

I was like, good gracious, ass bodacious/ Flirtatious, tryin' to show patience /I'm waitin' for the right time to shoot my steez (you know) /Waitin' for the right time to flash them keys...

A Bay area radio station has been playing a little bit of (uh uh) and a lotta bit of Nelly's "Hot in Herre" this weekend. Latino Mix 105.7 started playing the song at 3 p.m. on Friday. And they're still playing it, on a loop, nearly three days later.

I was like, good gracious, ass bodacious/ Flirtatious, tryin' to show patience/ I'm waitin' for the right time to shoot my steez (you know)/ Waitin' for the right time to flash them keys...

As Friday turned into Saturday and the song still played, many wondered if the broadcast had been hijacked or if it was the work of a disgruntled DJ. Twitter birthed a hashtag to commemorate the event: #Nelly1057.

I was like, good gracious, ass bodacious/ Flirtatious, tryin' to show patience/ I'm waitin' for the right time to shoot my steez (you know)/ Waitin' for the right time to flash them keys... 

It turns out the reason behind the nonstop Nelly is far less sinister: Latino Mix is relaunching as Hot 105.7, an English language "contemporary rhythmic" station. SFGate notes, "Playing a song on loop is a common publicity stunt to mark a radio station's format change."

Post by Hot 1057FM.

I was like, good gracious, ass bodacious/ Flirtatious, tryin' to show patience/ I'm waitin' for the right time to shoot my steez (you know)/ Waitin' for the right time to flash them keys... 

At the time of publishing, "Hot in Herre" is still playing, which means we are now entering the 72-hour stretch. When will it end?! Today? Tomorrow? Never? Last July, a Toronto station tested their signal by playing "Never Gonna Give You Up" by Rick Astley for a full week. That's seven days straight, people. There could be four more days of "Hot in Herre."

Though, if this cryptic post on Hot 105.7's Facebook page is any indication, it may be ending soon. You can listen to the madness online (and risk getting "Hot in Herre" stuck in your head for the rest of your life). Or after reading this, you get the gist of it.