New Traditionalists

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New Traditionalists

Studio album by Devo
Released	August 1981
Recorded	1981, The Power Station, New York
Genre	New Wave
Length	33:28
Label	Warner Bros.
Producer(s)	Mark Mothersbaugh, Bob Mothersbaugh, Gerald Casale, Bob Casale
All Music Guide link Robert Christgau (B) link Rolling Stone link
Devo chronology
DEV-O Live (1981)	New Traditionalists (1981)	Oh, No! It's Devo (1982)
International cover

New Traditionalists is the fourth studio album by the New Wave rock band Devo, released in 1981. It features the minor hits "Through Being Cool" and "Beautiful World". The sound continued in the vein of the previous album Freedom of Choice, with synthesizers moved to the forefront and guitars more subdued. Some of the tracks feature drum machines for the first time on a Devo record. In addition, the lyrics are frequently dark and vitriolic.

With the success of "Whip It" and its associated album Freedom of Choice, Devo attracted a new, more pop-oriented audience that was less interested in Devo's artistic theories and intelligent lyrics. In response, New Traditionalists was aimed to be a much darker, deeper and serious album. The lead-off track, "Through Being Cool," is a direct attack at Johnny-Come-Lately fans who didn't understand Devo's message.

As with every Devo album and tour, the band developed a new look for the album, eschewing the Energy Dome headgear, and replacing it with the plastic "New Traditionalist Pomp," modeled after John F. Kennedy's famous hairstyle. On stage, Devo wore what were called "Utopian Boy Scout Uniforms," consisting of a gray button down shirt, gray slacks, and black patent leather shoes. They also wore a blue V-neck tee shirt with the New Traditionalists logo on the black sleeves. This can be seen on the US and Australia album covers. On the European cover, Devo wears a "Sleevless Maxi-Turtleneck Sweater". The t-shirts, turtlenecks, and plastic versions of the pomps were available through Devo's fan club catalog.

Most of the songs on the album are very dark with the lyrics lacking the irony and wit that Devo was known for. The exception to this is "Beautiful World." At first listen, the song seems very upbeat and happy, until the line "It's not for me," which reveals the more cynical side of the song. This is made much clearer by the song’s video (see below). On "Enough Said," Devo becomes political, making fun of world leaders and the political process: "Take all the leaders from around the world / Put them together in a great big ring / Televise it as the lowest show on Earth / And let them fight like hell to see who's king."

It was not quite as much of a success as Freedom of Choice, peaking at #23 on the Billboard charts. The single "Working in the Coal Mine" peaked at #43 on the Pop Singles chart. The album and its singles continued Devo's success in Australia, with "Beautiful World' peaking at #14 and "Working In The Coal Mine" at #20.

New Traditionalists was originally packed with a bonus 7" single of "Working In the Coal Mine" (originally by Allen Toussaint). "Working in the Coal Mine" was recorded during the 1980 sessions for Freedom of Choice, and used in the soundtrack of the 1981 film Heavy Metal. Because Devo felt the rest of the soundtrack album was "corporate rock", they insisted that "Coal Mine" be released as a single. The album also included a poster, drawn by a member of the Church of the Subgenius. In 2005, Collectables Records re-released New Traditionalists, with its original tracklist.

1 Promotional music videos
2 Tour
3 Covers
4 Track listing
5 Personnel

[edit] Promotional music videos

Devo made three music videos for the album. "Through Being Cool" had Devo taking a limited role, focusing on a team of kids clad in Devo "Action Vests" attacking arrogant and ignorant people with spudguns.

In "Love Without Anger," Devo acts as a Greek Chorus to a bizarre love story between two humanoid chickens. It also features a stop motion video by Rev. Ivan Stang of Barbie and Ken fighting each other and removing each others' body parts.

"Beautiful World" is considered to be Devo's greatest music video, setting the tune to a series of connected images from film archives. The video features Booji Boy prominently, as he initially watches scenes of beautiful women, futuristic cars, and other happy elements, which by the end of the song have been replaced by images of race riots, the Ku Klux Klan, World War I, famine in Africa, car crashes and nuclear explosions, which puts a much darker slant on the song's lyrics.

[edit] Tour

The "New Traditionalists" tour was a large undertaking. Devo performed on treadmills in front of a Greek Temple styled structure. Behind the members, between the pillars, small screens displayed rear-projected images. Devo carried an impressive sound system on the tour as well. Sadly, the only professionally shot footage of the tour was destroyed due to an electrical short. However, Devo appeared on the TV show Fridays in 1981 and performed five songs with a full stage set and this has been archived. Several audio bootlegs of the tour are also available, varying in quality.

[edit] Covers

The song "Beautiful World" was covered by rap/rock group Rage Against the Machine on their final studio album Renegades and "Love Without Anger" was covered by The Aquabats.

[edit] Track listing

All songs written by Mark Mothersbaugh and Gerald Casale unless otherwise indicated.

"Through Being Cool" (Gerald Casale, Mark Mothersbaugh, Bob Mothersbaugh) – 3:14
"Jerkin' Back 'N' Forth" – 3:05
"Pity You" (M. Mothersbaugh) – 2:47
"Soft Things" – 3:27
"Going Under" – 3:26
"Race of Doom"– 3:44
"Love Without Anger" – 2:37
"The Super Thing" – 4:21
"Beautiful World" – 3:35
"Enough Said" – 3:26

In 1997, the Infinite Zero label reissued a remastered version of this album on CD with three bonus tracks: the single a-side "Working In The Coalmine," the b-side of the "Jerkin' Back And Forth" single, "Mecha-Mania Boy," and the spoken word b-side of the "Beautiful World" picture disc, "Nu-Tra Speaks."

[edit] Personnel

Mark Mothersbaugh – guitar, keyboards, vocals
Bob Mothersbaugh – guitar, keyboards, vocals
Gerald Casale – keyboards, vocals
Bob Casale – guitar, keyboards, vocals
Alan Myers – drums

Album

Year	Chart	Position
1981	Billboard Pop Albums	23
1981	UK Album Chart	50

Single

Year	Single	Chart	Position
1981	"Jerkin' Back 'N' Forth/Through Being Cool/Going Under"	Billboard Club Play Singles	32
1981	"Working in the Coal Mine"	Billboard Club Play Singles	30
1981	"Working in the Coal Mine"	Billboard Club Play Singles	30
1981	"Working in the Coal Mine"	Billboard Mainstream Rock	53
1981	"Working in the Coal Mine"	Billboard Pop Singles	43