George Moir: From Major Labels to Indie Freedom

From Bromsgrove to Dorset, and from the offices of major record labels to the calm of his home studio, George Moir has taken the long road to creative independence, and he wouldn’t have it any other way. With a sound that blends indie-pop, alt-soul and a hint of bedroom-pop brilliance, George is an artist with both polish and personality. Now settled in the Dorset countryside, he’s writing, recording, and prepping for a standout summer, including a slot at Boardmasters Festival on 10 August at 6.15 pm.

If you haven’t discovered George Moir yet, now is the time.

From Early Piano Days to a Breakout Moment

George’s musical journey began long before studio sessions and Spotify streams. Raised on a blend of church worship and his dad’s collection of jazz and swing records, he was obsessed with rhythm from a young age. By the age of two, he was already on the keys.

Those early influences like Fats Waller, Elton John and Stevie Wonder taught him that music could be fun, soulful and silly all at once. That same energy runs through his work today.

In 2019, everything changed. A self-animated music video, created mostly on a whim, landed in the inbox of BBC Introducing and set off a chain reaction. One moment he was uploading tracks from his bedroom. The next, he was fielding emails from major labels.

“I thought it was a scam at first,” he says, laughing. “Then I realised Sony actually wanted to talk.”

Life on a Label: The Good, the Wild and the Learning Curve

After signing with BMG, George had access to some of the best studios in the business. He worked with producers, stylists and creatives who could help build a brand. It was exciting, but also a bit surreal.

“It was amazing, don’t get me wrong. But it was also a lot,” he explains. “I went from doing everything myself to having this big machine around me. It took a while to figure out how I fit into that.”

While he picked up invaluable experience and expanded his sound, something was missing. He wanted the freedom to make exactly what he wanted, exactly how he wanted it.

The Indie Switch and the Joy of Doing It All

George eventually made the decision to go fully independent, trading big studios for his home setup in Dorset. These days, he’s writing, producing, editing and promoting everything himself.

“It’s less glamorous, sure. I do the boring stuff now like tax returns and invoices. But the reward is so much greater. When something lands, it’s because I made it happen. That feeling is unmatched.”

His connection with fans has grown stronger too. Whether it’s chatting on TikTok, replying to DMs or taking song suggestions, George is more in touch with his audience than ever before.

And it’s not just about the music. George’s creative world includes quirky animations, stylised visuals and an aesthetic that feels warm, playful and personal. It’s like a 90s cartoon filtered through an indie-pop lens.

From Bromsgrove to Dorset: A Creative Reset

In 2020, George moved to Dorset with his young family in search of a quieter life. He found it, but he also found something else. He discovered space to think, create and reconnect with why he started making music in the first place.

“Dorset’s changed how I work,” he says. “There’s something about the pace, the greenery, the space. It helps. I’ve got a little studio at home now, and I do most of my writing and production there.”

While he’s still getting to know Dorset’s live scene, he’s been inspired by its DIY energy.

“There’s a real grassroots feel here,” he says. “You’ve got these pockets of talent that are genuinely thriving. Everyone’s doing it for the love of it, and you can feel that in the music.”

The Build-Up to Boardmasters

After a string of successful releases and a sold-out headline show at The Grace in London, George has no plans to slow down. His latest project, released in February, is his most ambitious yet. It’s introspective, playful and creatively fearless.

Now, he’s preparing for one of his biggest festival sets to date, with a performance at Boardmasters on 10 August at 6.15 pm. It promises to be a huge moment.

“I’m so excited,” he says. “Boardmasters has always been one of those bucket list events for me. I’ve been to it, seen artists I love there. To be on that stage this year is pretty surreal.”

What’s Next?

George has plenty in the pipeline. More new music, more shows and more collaborations are all on the cards. But he’s also dreaming bigger. He wants to build something lasting and creatively rich.

“One day, I’d love to have a big creative space,” he says. “A warehouse, maybe. Somewhere with room for music, design, filming, painting. Just a space to make cool stuff.”

Follow the Journey

George Moir is an artist who makes music that feels like a conversation. It’s honest, fun and unafraid to get a little weird. Whether you’re discovering him for the first time or you’ve been here since the self-animated videos, this is only the beginning.

Follow @georgemoirmusic on Instagram and TikTok

Stream his latest music on Spotify and if you’re heading to Boardmasters, make sure you’re front and centre on 10 August at 6.15 pm

For more local talent, gig news and artist interviews, keep it locked on Entertainment Dorset. We’re your go-to guide to Dorset’s music scene.