Neil Young is putting the finishing touches to his HQ audio service - a potential rival to the iPod.
A war erupted earlier this year. The protagonist? Neil Young. Speaking to MTV, the songwriter lamented the sound quality available to artists working in the modern music industry.
"I'm finding that I have a little bit of trouble with the quality of the sound of music today," Young said. "I don't like it. It just makes me angry. Not the quality of the music, but we're in the 21st century and we have the worst sound that we've ever had. It's worse than a 78 (rpm record). Where are our geniuses? What happened?"
Well it seems that the iconic artist has decided to put his money where his mouth is. Pono is a new high quality audio service, which hopes to one day rival the iPod. The device will play both traditional mp3 files, as well as high-quality 192kHz / 24-bit recordings and seemingly builds on Neil Young's recent critique of modern technology.
Neil Young dropped by Letterman last week, and showed off a prototype of the Pono device (via Wired). A linear, yellow design Pono is shaped like a prism and comes equipped with very simple controls.
"This has to be an industry-wide solution. This is not about competing – this is about us being proactive," Craig Kallman, chairman and chief executive of Atlantic Records told Rolling Stone. "This is all about purely the opportunity to bring the technology to the table."
No timescale has been put on Pono's release.
Neil Young is set to release new album 'Psychedelic Pill' on October 10th.