What does it really take to break into the international market? Is it talent? Is it a meticulous strategy that separates bands with a mission from weekend warriors? Or maybe it’s just commitment? We caught up with Jethro Lock, vocalist of The Tazers, to chat about them signing to a booking agency and record label, Sound of Liberation.
In case you hadn’t already guessed, touring is a very vital part of striking gold in international markets. “Unless you somehow go crazy viral in a country overseas, there isn’t another way to reach any kind of height overseas aside from playing there, a lot,” Jethro explains. “Touring is the only way to build a long-lasting and engaged fanbase, and you have to be consistent with the places you play at in order to build and nurture the fanbase.”
The Tazers’ relentless commitment to touring has now paid off as the band became the second South African act to join the agency after Ruff Majik, following a tour. “They actually reached out to us shortly after the last European tour we did in May. It was perfect timing as we were about to start searching for a new agency anyway, and they were top of our list. Almost like it was meant to be,” Jethro smiles.
The financial reality of their approach is also stark and impressive. “We saved every penny we made for years before we were able to go over,” Jethro Lock says. One look at the rand to euro exchange rate tells you everything you need to know about how challenging it can be for a South African act to really make an impact, because pursuing this kind of goal costs a whole lot of money. There are passports, flights, accommodation and a myriad of other little things that creep into the budget when you least expect them to. The Tazers’ ability to address these hurdles are impressive to say the least.
Their necessity-driven DIY philosophy has also helped them navigate challenges. “We just started organising everything ourselves as no one else was really doing the cool stuff we wanted to see in the scene,” Jethro notes. This self-reliant approach has allowed them to spend the last decade creating their brand and growing their audience. So how big a role does social media play exactly? “A relatively big role, but it’s hard to say. We don’t really look at our social media as a way to gain new fans, but rather a way to keep fans we’ve made at shows connected and engaged,” Jethro explains.
When asked what sets The Tazers apart in an increasingly crowded market, Jethro says, “We just write music we love, I think the rest just happens naturally.”
And their momentum shows no signs of slowing down. “We’ve already started working on a new album (ain’t no rest for the wicked), and we’ll be hitting Europe in March 2026 as well as later in the year for some festivals,” he reveals. The international interest is reciprocal too, with some exciting prospects on the horizon: “We also have some cool internationals that we’re chatting to about touring South Africa in 2026.”
Success for The Tazers is centred around moving the goal post. “Bigger stages, more touring, more albums. The goals don’t really change as we take these next steps, they simply keep growing,” he explains. “We love playing shows and writing music, whatever lets us do more of that will always be the goal.”
As The Tazers work towards what promises to be their biggest year yet, their journey serves as both inspiration and a somewhat blueprint for South African bands with international ambitions, proof that. commitment, smart financial planning, and an authentic approach to art is the key to growth.
