Organizers of Austin's South By Southwest Music Conference and Festival announced the keynote speaker for 2012. It's the biggest catch yet for the 26 year-old event.
It was a well-kept secret but SXSW organizers revealed Bruce Springsteen will be the music conference's keynote speaker in March.
"After the death of Clarence Clemons, it marks a new chapter. So doing something like this which you know, it's an event where he can kind of assess his career; makes tons of sense," said Ann Powers, NPR Music critic and correspondent.
Past SXSW keynote speakers include Robert Plant, Pete Townshend, Smokey Robinson and Neil Young.
Springsteen has a few local ties. He and Austin-based musician Alejandro Escovedo share management and have they've shared the stage on a few occasions.
No word yet on whether Springsteen will perform while in town but KUT's Texas Music Matters will keep you posted.