Celebrating the life of George 'Fiji' Veikoso

George “Fiji” Veikoso – Pacific Reggae Pioneer and Beloved Voice

Ratu George Veikoso, known to the world simply as Fiji  was more than an award-winning musician. He was a storyteller, a bridge between cultures, and one of the most recognisable voices of Pacific music. His passing at the age of 55 has left the Pacific in mourning.

Born in Tailevu, Fiji, George’s love for music began early. Surrounded by a family of talented singers and musicians, his earliest performances were in church. In 1987, after political unrest in Fiji, he moved to Hawai‘i, where his sound began to take shape – a smooth blend of reggae, R&B, hip-hop, jazz, and traditional island harmonies. It became known as the “Lost Coast Sound,” and it would carry his name far beyond the Pacific.

His 1994 album Evolution marked the beginning of a career that would span decades. Fiji went on to release Born and Raised, Gratitude, and many more, earning millions of streams and a place in the soundtrack of island life. He received two Na Hoku Hanohano Awards, a Grammy nomination for the Island Warriors compilation, and co-wrote the theme for Baywatch Hawaii. His voice also reached the big screen, appearing in the film Blue Crush.

Over his lifetime, Fiji collaborated with some of the biggest names in the industry, mentored up-and-coming artists, and carried Pacific stories into global spaces. But no matter how far his career took him, he remained deeply connected to his roots and to his community.

Tributes have poured in from across the Pacific. Fellow artist and friend Laisa Vulakoro called him “a great loss for Fiji and the Fiji music industry. He made Fiji proud – his name is Fiji.” Friends, collaborators, and fans have remembered his generosity, his humour, and the way his music could make you feel at home, no matter where you were.