it's the pono smile.rs. it's a different auto buy ogden f -- auto by ogden fee. stick with cramer. >>> treacherous, we'll get through it together. don't dump your stocks. don't dump your stocks. you can lightening up a (man) tonight, five hopeful entrepreneurs who believe they have the next big business idea will enter the shark tank... (making whooshing noise) seeking the financial backing to make their dreams come true. have you had success? i've had huge success. really? give me an example. i've sold ten million of 'em. whoa. the sharks are ready to invest using their own money, but only for the right person with the right idea. you wait for people to die? it's just downright freaky. there's never a better time to upsell than when a family is stricken with grief. but first, the entrepreneurs must convince a shark to invest the full amount they're asking for, or they'll walk away with nothing. it's a unique idea. there's no question. the question is, is itgood idea? and if the sharks hear a good idea, t

. >> stephen: what's the improvement of the pono? what's better about the music? music is 100% of the sound, and the ipod, compared to the best this can do, is 5% of the sound. it's a great bargain. >> stephen: i thought it was a great bargain. >> yes, it is, because you get to have a million of songs but you just get a tiny bit of each one, but you can recognize them. >> stephen: how much is this? $399. >> stephen: so not only does it look like a toborone, it costs as much as a toborone in a hotel room. >> stephen: depends on which hotel you stay? (laughter) >> but you don't have to listen. you feel the music. >> stephen: really? where do you put it, neil? >> that's up to you, stephen. look at that guy. look at those guys. >> stephen: look at those guys. >> yeah, look at all those awards. oh, yeah! >> stephen: you know where to put it. >> there you go. (cheers and applause) >> all right! >> stephen: neil, neil, will you do a song with us? (cheering) we'll be right back with a performance by neil young! (cheers and applause) ♪ what makes thermacare different? two

>> pono. it is the hawaiian word for righteous.e a little player and a ecosystem supported by the player called pono world. you go to this place. right now, we are still adjusting tracks. 1.5re at about on million tracks of our library. these are all the songs that everybody knows except now you can hear all of it, instead of just a small percentage of it which the mp3 is capable of producing. >> you think digital music has done what to music? >> it has made it into a content. it is content now, not music. you know. it is consumer content. in music, -- >> and not sound. >> is consumer content. consumers almost like are little lemmings. what is that? music was supposed to make me feel something. i want goosebumps. my eyes and see the universe, see things, feel peoples hearts. music is a great language. people used it for centuries. for us to be here in the 21st century with all of our technology and have this recorded sound, have it takes such a dump. it is down to 5% of what our files hold or capable of. >> i am assuming you are ve

they are going to use pono. >> that was a heck of a name drop there.t was a huge name drop. >> i don't care. he's it from buffalo springfield on. >> look at all these cowboys. all right. who knows what could break out here. we are back after this. where the reward was that what if tnew car smelledit card and the freedom of the open road? a card that gave you that "i'm 16 and just got my first car" feeling. presenting the buypower card from capital one. redeem earnings toward part or even all of a new chevrolet, buick, gmc or cadillac - with no limits. so every time you use it, you're not just shopping for goods. you're shopping for something great. learn more at buypowercard.com >>> you are watching cnbc "squawk on the street." the opening bell will be ringing in 30 seconds. this is one of those days where we don't need more cow bell. >> no more cow bell. >> we have an exciting day. >> it is. >> the nasdaq, one of my favorite companies today. >> ring the bell, buddy. ring the bell. that's interesting. it's 9:13:18. ring the bell. maybe they are just do

pono, they're sold out. they're sold out for christmas.end you a certificate, if you want to get one -- it really is an amazing device. i mean, i found myself listening to it, and just saying, i want it in my car, i kind of want it everywhere. because those of us who are audi audiophi audiophiles, who love the idea of the old days, this is it and all the artists know it. >> a lot of the artists -- i mean, vinyl is actually up. now, it's off a low base -- >> i bituy it. >> because it sounds better. and this is the logical extension. i've got to tell you, it was a kick starter project. it raised $6 million. the third most popular. and the big -- like mo austin, who really understood records and music better than anyone, he is the guy, if you go to the videos -- that's the best video about understanding why this thing is for real. >> all right. up next, it's stop trading with jim. we'll have "squawk on the street" coming back, right after this. .. at optionsxpress by charles schwab. and we'll give you a one hundred fifty dollar amazon.com gif

he just had the ceo of this new company pono, neil young, he was on talking about that.ims is a higher quality audio system. he wants to know if you'd adopt that. >> absolutely. neil is a friend of the company. not just neil. many of them are so upset because with digitization with the mobility which we all love, i love my music to be portable. but we have paid a price. loses 90% of what neil young recorded. so we have launched technology to solve the problem. we call it clarify to restore the sound quality. and that's just being launched in the many car farms. it's coming into handsets and devices and also streaming services. neil is saying let's also design devices that can play back high definition music. so we are very aligned. what neil is doing is supporting our cause which we've been talking about for years. >> dinesh, thank you for joining us today. >> thank you so much. good to be on your show. >>> coming up, when we return we'll talk more about tim cook saying he's proud to be gay. how this could change board rooms around the world. and also up next, the king i