New Traditionalists

Emerging from the experimental fringes of the late '70s, this 1981 release showcases Devo's signature blend of art rock and new wave, characterized by its quirky rhythms and sharp lyrical wit. The album’s production, helmed by the band alongside Robert Margouleff, employs a mix of synthesizers, guitar riffs, and punchy drum machines, creating a mechanical yet organic soundscape that mirrors the band's critique of consumer culture. Tracks like "Girl U Want" and "Through Being Cool" highlight infectious hooks wrapped in angular guitar lines and robotic vocal delivery, emphasizing Devo's fascination with dehumanization in modern society. The use of synthesizers adds a tension between the coldness of technology and the warmth of human emotion, a thematic duality that runs throughout the album. Lyrically, the band continues to explore themes of alienation, conformity, and the absurdities of contemporary life, which resonate deeply with the socio-political landscape of early '80s America. As a reaction against the mainstream rock norms of the era, Devo's approach to songwriting and performance challenges listeners to reconsider their relationship with both music and culture. The deluxe edition enriches the experience with remastered tracks and previously unreleased material, allowing fans and newcomers alike to delve deeper into the band's creative process. Ultimately, this album stands out not just for its innovative sound but for its incisive commentary, making it a cornerstone of the new wave movement and a reflection of the anxieties of its time.