"New Traditionalists" is the fourth studio album by the American new wave band Devo, released in 1981 by Warner Bros. Records. The album was recorded over a period of four months between December 1980 and April 1981 at the Power Station in Manhattan, New York City. It features the minor hits "Through Being Cool" and "Beautiful World."
Following the band's success with "Whip It" and its parent album Freedom of Choice (1980), the band's label, Warner Bros., began exerting pressure on them to "write another 'Whip It.'" As the single's success continued into early 1981, Warner Bros. chose not to release a follow-up single from Freedom of Choice and instead had Devo focus on completing their next studio album to capitalize on the momentum. However, with New Traditionalists, Devo opted to create a darker and less accessible album that delved deeper into their concept of "de-evolution." Band member Gerald Casale later stated that they were not inclined to "keep painting the same painting over and over" as it was not in their nature.
