Neil Young on his Pono player at SXSW: 'Once you hear this, you can't go back'

The iconic musician launched his new digital player and music service in Austin, Texas

Neil Young on his Pono player at SXSW: 'Once you hear this, you can't go back'

Photo: Getty

Neil Young launched his high quality digital Pono music player and service yesterday (March 11) at SXSW in Austin, Texas, saying of the player "once you hear this, you can't go back".

The rock legend spoke at the Austin Convention Centre and announced his plans for Pono, which yesterday also launched its Kickstarter campaign. At the end of the event, Young revealed that the campaign had already raised over half its target funds of $800,000 in just four hours, "which is pretty cool" he commented. He also explained that 'Pono' is the Hawaiian word for 'righteousness'.

Pono will consist of a digital music service (PonoMusic) and 128GB portable device (PonoPlayer) capable of storing 1-2,000 high resolution songs. The PonoPlayer is described in a press release as a "purpose-built, portable, high-resolution digital-music player designed and engineered in a "no-compromise" fashion to allow consumers to experience studio master-quality digital music at the highest audio fidelity possible, bringing the true emotion and detail of the music, the way the artist recorded it, to life."

Speaking without notes and pacing back and forth on the large stage, Neil Young explained his reasons for launching Pono, which has been two and half years in the making, and he also explained that he had support from all the major record labels, commenting: "They're all with us, all the record companies."

Criticising the rise of MP3 quality sound and explaining that was the reason behind making his own player, Young said: "I'm a fan of listening loud – I love to listen loud… I like to take whatever it is to the limit." He stated that this was not possible with MP3 and said the music industry also began to slump after its introduction. "Everything started to die – it was because of the MP3 and the cheapening of the quality to where it was practically unrecognisable," he commented, lamenting albums which were perceived to have been made with 'filler' tracks. "The album had no value – only the individual tracks had value," he stated.

He added: "As a guy who'd been making records for many years at that point, I was pissed off – I love every note, on every song, on every record…. They weren't just filler." He then said that the sound of MP3 was 'shit': "We were selling shit, but people were still buying it because they like music [but] they were buying Xeroxes of the Mona Lisa."

Young went on to explain that music adapted to the constraints of MP3. "Instead of being soulful – which it still is – music adapted, it became beat heavy, it became smart, it became tricky. But for me, it was like 'woah, I don't want to do that!'... I started thinking it might be a good idea to do something about it".

He then showed a short film, which saw a host of music world stars commenting on Pono, after listening to the player, including Bruce Springsteen, Tom Petty, Patti Smith, Mumford and Sons, Dave Grohl, Elvis Costello, Mike D of the Beastie Boys and Jack White. Click below to watch the video. "This gives it to you as good as you can get it," says Tom Petty, whilst Springsteen comments that it has "a closeness and intimacy that digital recordings can lose very quickly." Elton John says: "I haven't heard a sound like that since vinyl".

"Pono plays back whatever the artist decided to do," added Young. "My body is getting washed, I'm getting hit with something great. It's not ice cubes, it's water – I'm listening. I'm feeling." Pono's CEO John Hamm also spoke during the session and talked about the triangular shape of the Pono device. "The electronics that fit inside wouldn't fit in a flat package," he explained. "It's a small piece of audio gear, not a mobile device."

In his book Waging Heavy Peace, released in 2012, Young explained how Pono will help to "save the sound of music". Young claims in the book that he had emailed Steve Jobs about Pono before his death: "I have consistently reached out to try to assist Apple with true audio quality, and I have even shared my high-resolution masters with them," he wrote, before stating that his service will "force iTunes to be better and to improve quality at a faster pace".

Meanwhile, Neil Young is set to release a brand new memoir this autumn. The book follows Waging Heavy Peace and will interweave stories about the artist's love of cars with recollections from his life. Publishers Blue Rider have called the book an "eclectic amalgam".

Young's next album will be released on the Third Man Records label owned by Jack White. Young has said that the record will be released this month and the record is described as: "An unheard collection of rediscovered songs from the past recorded on ancient electro mechanical technology captures and unleashes the essence of something that could have been gone forever…".

Read More On This Artist

Neil Young Merchandise
More News
Mark Ronson's 'Uptown Funk' returns to Number One and breaks own streaming record
Three more Madonna demos including reported Lady Gaga diss track surface online
John Lydon: 'I'm absolutely oblivious to Band Aid 30'
Kiss to perform 1975 album 'Alive!' in full during Kiss Kruise 2015
K-Pop artists threaten legal action over music used in 'The Interview'
The Killers reveal Christmas single tradition came from turning down Bono's Gap advert offer
The Weeknd and Ariana Grande share acoustic performance of 'Love Me Harder' – watch
Mica Levi on scoring 'Under the Skin': 'I dreamt the world came out of Scarlett...
Taylor Swift becomes first artist to top Billboard Artist 100 for ten weeks
Skrillex and Diplo share remix of Beyonce’s '7/11' - listen
Girl Band debut new track ‘Sexy Wife’ - watch
Grimes shares festive track and video 'Christmas II (Grinch)' - watch
Frank Sinatra collaborator Buddy DeFranco dies, aged 91
Brian May: 'We need a change of government or we will all slit our wrists'
Beyonce’s father sells her old belongings for £1,200 at a garage sale
N.E.R.D. reveal first new song in four years, ‘Squeeze Me’ - listen
Thom Yorke shares new song 'You Wouldn't Like Me When I'm Angry' - listen
Metric share new song 'The Fatal Gift' - listen
Fall Out Boy share their 'Drunk History' with Panic! At The Disco's Brendon Urie -...
Nile Rodgers announces release of new track 'I'll Be There'
Beyoncé shares photos from her and Jay Z's holiday to Iceland
Father John Misty shares video of 'pop-up art' for 'I Love You, Honeybear'...

More News


Please login to add your comment.

Latest Tickets - Booking Now
Know Your NME

NME Store & Framed Prints
Inside NME.COM