NPR Wants to Click With Those Who Tweet

National Public Radio might not seem like the most obvious host of a party at the sprawling South by Southwest Interactive conference. But it, like so many other old-line media companies, wants and needs what the conference, part of the South by Southwest festivals, has: youthful energy.

So NPR chose a bar hovering above Sixth Street in Austin to kick off Generation Listen, a campaign to make public radio cool in the minds and ears of young people. The party was, like every party here, packed. But the goal was to convince 20-something listeners that NPR is something that they can belong to — and may be even worth their donations.