The Pacific has lost one of its brightest musical stars.
George Brooks Veikoso, better known by his stage name Fiji, passed away on July 23, 2025, at the age of 55 in Suva, Fiji. A beloved figure in the Polynesian and Hawaiian music scenes, Fiji was a cultural icon whose voice brought healing, unity, and pride to island communities around the world.
A Humble Beginning in Fiji
Born on May 10, 1970, in Buretu, Tailevu Province, Fiji, George Veikoso grew up singing in his local village church. His talent was undeniable even as a child. With strong musical influences from his uncles, including legendary jazz figure Sakiusa Bulicokocoko, Fiji’s journey began with small gigs—his first paid performance earned him just $5.
After political unrest hit Fiji in the late 1980s, Veikoso relocated to Hawaii in 1987, where he began to fuse reggae, rhythm and blues, jazz, and traditional Polynesian harmonies into a sound that would come to define a generation.
A Global Reggae Legend
Fiji’s debut solo album Evolution launched in 1994, but it was Born and Raised (1996) that catapulted him to international fame. Songs like “Lia,” “Good Thing,” and “Nasty” became instant classics. His soulful voice, powerful lyrics, and signature “Lost Coast Sound” earned him comparisons to musical greats, yet his style remained uniquely Pacific.
Over the course of his career, he collected numerous awards including Male Vocalist of the Year and Favorite Entertainer at the 1998 Na Hoku Hanohano Awards. In 2014, he was named Best Pacific International Artist, and in 2021, he received a Lifetime Achievement Award for his contributions to island music. He was also part of the Grammy-nominated compilation Island Warriors.
Music, Movies, and a Movement
Beyond music, George “Fiji” Veikoso also found success in film and television. He co-wrote and performed the theme song “Let Me Be the One” for Baywatch: Hawaii and appeared in the 2002 film Blue Crush. More than just an entertainer, Fiji was a mentor to younger artists and a fierce advocate for preserving Pacific Island culture through music.
He performed at major concerts worldwide, including the 2024 Homecoming Fiji festival and was set to headline again in 2025. His influence extended beyond music into cultural advocacy and community engagement, earning him widespread respect from leaders and fans alike.
Cause of Death
As of now, the official cause of death has not been publicly disclosed. Reports indicate that Fiji had faced health challenges in recent years and had performed in a wheelchair at various events. His family has requested privacy, and fans around the world are awaiting further updates. Regardless of the cause, the loss has left a deep void in the hearts of many.
Tributes Pour In
Following the announcement of his passing, tributes flooded social media from fellow musicians, fans, and government leaders. Hawaiian singer Kimie Miner called his death "devastating," and Kelly Delima described him as “a brother and a mentor.”
New Zealand Deputy Prime Minister Carmel Sepuloni praised Fiji’s impact, calling him "a proud Pacific Islander who inspired countless people with his music." From Suva to Honolulu and beyond, communities are mourning the artist who gave voice to their stories.
Legacy of a Legend
George “Fiji” Veikoso wasn’t just a singer—he was a movement. He helped put Pacific Island music on the global map and inspired a new generation of artists to celebrate their roots unapologetically. His songs—rich with island soul, personal storytelling, and cultural pride—will continue to play at weddings, beach bonfires, and family gatherings for decades to come.
His legacy lives on in over 500 million streams, unforgettable live performances, and the countless lives he touched with every lyric and melody.
Rest in Love, Fiji. The islands will echo with your voice forever.
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