Luca George

Luca George is an enigmatic alt pop artist who brings a distinctive sound that evokes emotion and a strong sense of relatability through his music .

New Single "Before You Hold Me" is among Luca's most vulnerable songs, capturing the intricate physical and mental journey people go through before allowing someone into their lives. Before you hold me, I need a better body, I need to stop believing that I'm pretty when I am not. It portrays the desire for a more ideal body, the challenge of embracing one's own beauty, and the cycle of rejection that breeds self-doubt and feelings of unworthiness of love.

Co-written with Gabrielle Aplin and Joseph Wander (Lewis Capaldi, Cian Ducrot, The 1975.

Previously picked up by Platoon, (owned by Apple) the London-based artist development company known for the early-stage career development of superstars including Billie Eilish and Jorja Smith.

Independently, Luca has accumulated 6 million total artist streams, generated a social audience of 40,000 followers. His debut EP “You’ll Never Know Me Sober” has amassed 4.9 million Streams to date, with the single ‘Suit Of Blue’ receiving a nomination for the APRA 2024 Silver Scroll Awards (NZ).

Troye Sivan hand-picked Luca as the only New Zealand artist chosen to take part in the APRA song-writing camp that he personally curated last year and Rolling Stone magazine named Luca one of the Future25 this year! Previous supports include Callum Scott & Harper Finn.