While his name might not immediately ring a bell, Gruff Rhys's earlier project Super Furry Animals has made quite an impression with music fans over their nine albums. The Welsh singer-songwriter has managed to strike out on his own over the years, too, for solo projects, starting with 2005's "Yr Atal Genhedlaeth," which was all in Welsh (if that album title wasn't a tip-off). And that's only when he's not busy with Super Furry Animals, his electro-pop outfit Neon Neon with Boop Bip, or guesting on tracks for friends like Simian Mobile Disco, Mogwai or Gorillaz. His newest album, which is named for his habit of collecting tiny hotel shampoo bottles during travels, is full of pleasing, piano-driven Brit-pop. With This Frontier Needs Heroes.