Mid-baritone vocals and earworms. “Singer-songwriter” is accurate, but doesn’t capture George’s charisma. Coming from a musical family, Bournemouth’s George Croucher found his feet at Hertfordshire University, where he trained in songwriting & music production and collaborated with a range of industry talent. All I Need Is You came from this era. In 2021, George began working with emerging management label ADSRecords, ushering in his live renaissance and his performance style as we know it today. After a period of intense work, he earned his reputation across the South. 2022 saw a return to creative development and the release of his seminal work, the LP Notes About You. It was out of this that he gained recognition from the region’s tastemakers and founded his current status as a creative and entertainment institution. After a year on stages and out of the studio, 2023’s Never Really Gone marks his return to the mic and the next phase of his evolution. It foreshadowed the success of 2024, in which he released his most popular single to date, Waiting For A While, followed closely by Better Couple Words.