Kelsea Ballerini, Ciara and More (Exclusive)

Jenna Bush Hager is welcoming more friends to the fourth hour of Today.

Beginning Jan. 27, Today with Jenna & Friends will kick off a week of women in music guest co-hosts. Kelsea Ballerini starts off on Monday, Jan. 27, followed by Jordin Sparks on Tuesday, Jan. 28. Ciara will do double duty on Wednesday Jan. 29 and Friday Jan. 31, while Wynonna Judd will hold court on Thursday, Jan. 30.

“It’s a whole celebration of music,” says fourth hour executive producer Talia Parkinson-Jones. “The Grammys is the following weekend, and we’ve tailored all the content to [the hosts].”

The first group of co-hosts included Taraji P. Henson, Eva Longoria, Keke Palmer and Michelle Buteau, followed by Scarlett Johansson, who has been helming the show with Bush Hager for the last week.

“I love [Scarlett],” Bush Hager recently told PEOPLE. “And also, when something ends and you’re starting something new, to have people raise their hands and show up for you, it’s the most gracious, amazing feeling. Truthfully.”

Today with Jenna & Friends launched Jan. 13, following Hoda Kotb’s last day on Jan. 10. Bush Hager announced on the Jan. 6 broadcast that a rotating list of celebrity guests would be stepping in to help fill the empty slot.

“What’s so cool about it is that it really does feel like we’re pulling up chairs for all different types of people,” Bush Hager told PEOPLE. “Yes, we have actors, but we also have comedians and people in media. And I think that really is what we’re hoping to have: a total representation of who watches our show and something for every viewer.”

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In addition to the advent of Jenna & Friends, Bush Hager also recently launched her own book imprint called Thousand Voices Books. The imprint is set to publish six titles in 2025, the first of which is called Conform by Ariel Sullivan.

“Because I’m so into it, it doesn’t really feel like work,” she said of her new literary venture. “I mean, it is, but I’m just having such a great time.”

Today with Jenna & Friends airs weekdays at 10 a.m. ET on NBC.