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SAN FRANCISCO – How much Nelly is too much Nelly?

It's a theory that's finally being tested by one San Francisco radio station, which has played St. Louis rapper Nelly's seminal hit "Hot in Herre" since 3 p.m. Friday. (Note: Yes, "Hot in Herre" is the proper spelling.)

Initially, some listeners wondered if the station – KVVF 105.7 –had been experiencing technical difficulties. However, reports now say that the Nelly loop was simply a marketing ploy to signal the station's format change to an English-language contemporary rhythmic brand, Hot 105.7.

The new station has since launched a Facebook page. Its first post? A link to "Hot in Herre" with the caption "You feeling Hot?" Obviously.

You can listen to the station's web stream here: http://latinomixsf.univision.com/.

To really understand what 24 hours of Nelly looks like, check out the Spotify playlist below:

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