Devo – New Traditionalists (Grey vinyl)

New Traditionalists, released in September 1981, is Devo’s fourth studio album and a deliberate recalibration of their sonic and aesthetic identity. Produced by the band themselves, it was recorded at Power Station (New York) and Record Plant (Los Angeles) during a period of creative tension with their label. While Devo emerged from the commercial success of *Freedom of Choice*, here they push deeper into minimal synth-pop, electronic percussion, and stark textures—all while interrogating the nature of cultural conformity and de-evolution. The album trades some of the overt sarcasm of earlier works for sharper, more direct anger and commentary.

Tracks such as “Through Being Cool,” “Jerkin’ Back ‘N’ Forth,” and “Beautiful World” anchor the record with strong hooks, but the album also delves into darker territory with songs like “Enough Said” and “Going Under,” in which Devo address disillusionment, alienation, and dysfunctional relationships. The sonic economy—sparse instrumentation, drum machines, layered synths—underscores the lyrical intensity. Over time, *New Traditionalists* has come to be regarded as a pivotal Devo album: one that balances pop access with conceptual grit and reasserts their mission of crafting new traditions rather than rehashing old 

“New Traditionalists has a few obvious Top Forty finger poppers – ‘Through Being Cool’ … and ‘Enough Said’ – and the slick production makes it all go down easy. But the group's increasing overuse of simplistic, droning synthesizer riffs and treadmill dance rhythms is neither trendy nor traditional.” – Rolling Stone 

“Devo largely abandons its sense of absurdity … the band’s angriest, most embittered songs … at least half of the album is worthwhile.” – AllMusic