New Traditionalists is the fourth studio album by the new wave rock band Devo. 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 moving even further to the forefront and guitars becoming 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 intended to be a much darker, deeper and serious album. The lead-in track, "Through Being Cool," is a direct attack on new fans who didn't understand Devo's message.