Rodney Atkins's third album, IF YOU'RE GOING THROUGH HELL, is almost a concept record in the way the lyrics depict life and beliefs in the American South, especially on tracks like "About the South" and "Man On A Tractor." A sly sense of humor pervades songs like "Cleaning This Gun (Come On In Boy)" and "Wasted Whiskey," while other songs like "Invisibly Shaken," the title track, and "These Are My People," are more sober-minded socio-political tunes in the Alan Jackson mold. Musically, the album is straightforward Nashville, tailor-made for contemporary country radio but with a traditionalist edge.