Fijian-born music icon George ‘Fiji’ Veikoso — hailed as the voice of the Pacific and a trailblazer of Polynesian reggae — has died at the age of 55 in Suva, his family has confirmed.
Veikoso, whose soulful sound and heartfelt lyrics earned him global acclaim, passed away on Wednesday. The cause of death has not been made public. His passing was first shared by Polynesian Music on social media, sparking an outpouring of grief from fans and fellow musicians across the region.
Celebrated not just for his voice but as a cultural icon, Fiji — as he was fondly known — was described as “a beacon of light in challenging times” and “a voice for the people.”
Born on 10 May 1970 in Tailevu, Fiji, Veikoso’s journey began with a $5 performance and grew into a remarkable career that shaped the sound of island reggae and R&B. Influenced by his uncles, including the legendary Sakiusa Bulicokocoko, he first made waves with the band Rootstrata before relocating to Hawai‘i in 1987 following Fiji’s political unrest.
It was in Hawai‘i that his legacy took flight, pioneering the “Lost Coast Sound” and releasing hits that resonated across generations. His debut album Evolution was followed by a string of successful releases, with his music surpassing 500 million streams by 2023. He co-wrote the Baywatch Hawaii theme song, appeared in the film Blue Crush, and was nominated for a Grammy for the Island Warriors compilation. In 1998, he won the prestigious Na Hoku Hanohano Awards for Male Vocalist and Favourite Entertainer of the Year.
In 2024, Veikoso returned to Fiji for his long-awaited Homecoming concert in Nadi — a sold-out celebration that drew thousands. A second concert had been planned for September this year. Despite battling illness and performing from a wheelchair, he continued to tour and inspire.
His team, in a heartfelt message, said:
“Your voice will forever echo in our hearts, Fiji.”
Tributes are pouring in. Chair of the Fiji Performing Rights Association and fellow legend Laisa Vulakoro said:
“He’s the biggest artist that ever came out of Fiji and the Pacific. He made Fiji proud — his name is Fiji. He took our music to another level… chants, vude, vanua, identity. We all emulated him.”
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