Neil Young finally unveiled PonoMusic and launched a Kickstarter campaign to support this new digital music service and player. The players are called PonoPlayers and it will be sold for $399, with 128GB memory.
A corresponding video was launched that shows Young explaining that difference between listening to the format PonoMusic caters to (192 kHz, 24-bit sound) to mp3 and CD formats. The "Crazy Horse" singer compared the quality of listening to mp3s to listening to music 1,000 feet underwater and a Compact Disc, 200 feet underwater. He claims that this new format is like "rescuing it [music]" and called the service "an artist movement to take it back."
The video also features candid testimonials by popular artists like Beck, Norah Jones, Rick Rubin, Jack White, Arcade Fire, Anthony Kiedis, Flea, Dave Grohl, Elvis Costello, Beastie Boys' Mike D, Elton John, Jackson Browne, Dave Matthews, Patti Smith, Kid Rock and Mumford & Sons' Marcus Mumford.
Elton John goes on record to say: "I haven't heard a sound like that since vinyl. It was wonderful."
Noted American producer and musician T Bone Burnett also added: "This is the moment now where people can start to pay attention to quality again."
In their Kickstarter campaign, Neil Young wrote:
"PonoMusic encompasses both an online music store (PonoMusic.com) and a playback device (The PonoPlayer). The PonoPlayer is a digital-music experience unlike any other, offering the finest quality, highest-resolution digital music from both major labels and prominent independent labels, curated and archived for discriminating PonoMusic customers. The PonoMusic desktop media management application allows customers to download, manage and sync their music to their PonoPlayer and other high-resolution digital music devices."
The Ponoplayer comes in a triangular form that resembles old Gameboys. The player comes with output jacks, one for headphones and the other for home audio systems or cars.
The company's Kickstarter page is aiming to reach $800,000 pledges by April 15, with prizes that includes "VIP Dinner & Listening Party With Neil Young" and limited edition Pono players signed by Pearl Jam, Beck,Arcade Fire among others.
When asked during the SXSW press conference if he worries about financial failure, Young quickly answered: "If it's a success or if it's not a success - music wins. Now, there'll be a choice."
