Even Bruce Springsteen can find new ways to reach his audience. Today NPR announced it will be offering a webcast and broadcast of Springsteen’s SXSW keynote, live and to a worldwide audience on March 15.

In addition, for today only, NPR is streaming “Rocky Ground,” a track from Springsteen’s 17th studio album, Wrecking Ball. It’s the latest in Springsteen’s initiative to offer an exclusive song to different websites, one per day, in the buildup to the album’s March 7 release.

During Springsteen’s keynote at the South by Southwest Music and Media Conference and Festival, NPR Music’s critic and correspondent Ann Powers will be live blogging the event and will take questions from audiences around the world.

Listeners will be able to tune in at NPR Music, via the NPR Music iPhone and iPad apps, and at In addition, it will be broadcast on many public radio stations across the United States, including WXPN Philadelphia and WFUV New York.

Springsteen’s keynote is scheduled for Thursday, March 15 at noon (CT)/1 p.m. (ET).

NPR has a long-standing relationship with SXSW, sharing hundreds of live performances both on air and online since 2008. These concerts, along with artist interviews and live audio and video performance sessions, are archived for listening at any time.

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NPR blog post –