Why We're All Living in Nellyville

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Around 3PM on Friday, March 14, San Francisco radio station Latino Mix, 105.7 started playing the 2002 Nelly hit "Hot in Herre." It has now been playing for around 69 hours, with the station pausing only for station IDs and ads.  

This is basically just a publicity stunt in the lead-up to a format change from "Latino Mix" to "Hot 105.7," whatever that format may be. Get it? Hot in Herre? This isn't even the first time this kind of thing has happened. What makes it interesting is the how the internet amplified it and how the world chose to react.

First of all, it was nice to see anyone paying attention a radio station. Hot in Herre is not hard to find on the internet, or iTunes, or Spotify or YouTube. It was really just the fact that a terrestrial radio station, this thing we see as static and non-interactive was behaving like your computer's playlist.

Second, everyone has weird stories about this kind of thing happening in their home town -- a DJ going hilariously off message, a song with incredible profanity that somehow managed to slip through to the air. It's because of the internet that it became a phenomenon.

And lastly, this is one of the rare occasions where I feel like robbing something of context actually gives you a a better appreciation of something. On its own, 69 hours (and counting) of "Hot in Herre" is fun and ludicrous and feels out of time. It doesn't even really need to be understood. It can just be enjoyed. I myself am not much of a Nelly fan, but I have found myself tuning into to 105.7 four or five times since Saturday morning. So enjoy it while it lasts.