Neil Young To Launch PONO Music Player At SXSW
UPDATED: As if the digital music sector isn't crowded and confusing enough, Neal Young has signaled that he'll launch his new high end music player and service PONO at the SXSW music conference in March. PONO says it will deliver a better quality audio experience than mp3's and iPods.
“Being impressed by something, and how cool it is, and how sharp it is, and how snappy it is, is one thing, and that translates into almost any media. But when you’re singing something very soulful from your heart, and the echo is perfect and everything’s great and you’re using maybe an acoustic chamber and everything sounds great. And then you listen to it and you love it, but you hear it somewhere else and it’s gone – that’s terrible," Young said during a speech to the Recording Academy.
"We don’t like that. Not many of us like that, we’re not happy about it. So we’re trying to change that, and we’re trying to make it better. We’re trying to make music sound technically better, and that’s what I want to do. So we have a player that plays whatever the musicians made digitally, and that’s going to come out. We’re announcing that at SXSW, we’re introducing it, it’s called Pono, and that’s my commercial, thank you very much”.