Reduce. Reuse. Radiohead.

Last year Caleb blogged about Beck's mass-customized CD art for The Information. Radiohead's new television ad for In Rainbows reveals the CD packaging is similar, though you'll have to provide your own jewel case. It's an engaging follow-up to their pay-what-you-want download launched in October. Much ado has been made about this scheme and the media seemed to corner them as mavericks forcing a new music distribution paradigm — despite the band's denial that they're making any such statement. I"ll avoid a similar pitfall by making statements on their behalf regarding the ecological mission of a reduced material CD package. My personal statement: I really like it. In Rainbows is available January 1.