George "Fiji" Veikoso, King of the “Lost Coast Sound” and writer of Baywatch Hawaii Theme, Dead at 55

George “Fiji” Veikoso, whose music was a blend of R&B–reggae fusion, dubbed the “Lost Coast Sound”, which brought him fame in the Pacific, has passed away at the age of 55, in Suva, surrounded by his family. While no official cause of death was disclosed, reports mention he had ongoing health complications and performed in a wheelchair during his final tour.

He moved to Hawaii in 1987 after Fiji's coups and joined the Fijian band Rootstrata before going solo.

In 1994, he released his debut solo album Evolution, followed by Born & Raised in 1996, which catapulted him to star status with hits like "Lia", "Smokin' Session", and "Good Thing".

He earned the prestigious Na Hoku Hanohano awards for Male Vocalist and Favorite Entertainer in 1998.

He co-wrote and performed the Baywatch Hawaii theme song “Let Me Be the One” and made a cameo in Blue Crush.

Fiji also received a Grammy nomination for Island Warriors, won Best Pacific International Artist (2014), and a Lifetime Achievement Award (2021).

By 2023, his catalogue exceeded 500 million streams.

In 2024 he headlined Homecoming Fiji which generated an estimated FJD 1 million in revenue to help boost to the economy of Viti Levu, Fiji.

His family and the Pacific music scene responded with heartfelt tributes—many emphasizing his humility, cultural influence, and mentorship role. Noted Hawaiian artist Kimie Miner described learning of his death as “devastating” and that he served as a mentor to her generation.