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Apparently Latino Mix, 105.7 can’t get enough of playing Nelly’s hit song Hot in Herre.

The radio station started playing the song Friday afternoon and hasn’t stopped. It quickly became a hot topic on Twitter with the hashtag #Nelly1057.

According to reports, the stunt is to mark the end of Latino Mix and the new launch of Hot 105.7.

Listen live and read reactions on social media.