Please remember: "pull your lid back" is a figure of speech.
It is not to be taken literally.
In 1939, 23 year old Alexander Steinweiss proposed to Columbia to make a change in the presentation and packaging of the 78 RPM record albums and to use original artwork (drawings and paintings) on the covers. The new look skyrocketed the sales of an already very popular composition. From that day on the artistic packaging became an important part of the record.But it's been a long time since album art was limited to the sleeve around a disc. In fact, album art is so important that it transcends packaging. It evolved to include merchandise, concert stage sets, web sites and interactive experiences -- all of which allow an artist to elaborate on the concept(s) of an album. Consider these examples: Pink Floyd Amon Tobin, Air, Kraftwerk, or even the White Stripes. The visual art of an album can be, and for many artists already is, so much more than packaging. I would argue that it's more important than ever.