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George, for anyone discovering you for the first time, how would you introduce yourself and the different strands of your work?
I’m George Windsor, a singer-songwriter and performer from Staffordshire In England. I make pop music with a mix of dance, house and pop-rock influences, while also writing and collaborating for other artists and producers in the UK and especially the US.
You’re involved with Inside Baseball, AYO Music Group and Kollective. How do those different projects fit together, and what does each allow you to explore creatively?
Inside Baseball and AYO Music Group are part of a publishing and management team, alongside The Music Firm, helping me develop my career and connect with the right creative opportunities. Kollective handles my PPL registrations. I’m really fortunate to have a team spanning both the UK and LA, giving me support and connections on both sides of the Atlantic.
Let’s talk about Inside Baseball. What was the original idea behind it, and how has that vision developed since you first became involved?
Inside Baseball is one of the publishing partners and has been an important part of my journey as a songwriter and artist. Through that relationship, they connected me with AYO Music Group, who are my newest publishing and management partners. It’s been really exciting to see that relationship develop, particularly with the opportunities and connections it’s opened up for me in LA.
What does AYO Music Group represent to you, and what do you think makes its approach to music and artists distinctive?
AYO represents a really exciting new chapter for me. They’ve given me the opportunity to expand my work into the US while still having that close connection with my UK team. What I really value is their personal, artist driven approach, they genuinely take the time to understand me as an artist, my goals and where I want to take my music, rather than trying to fit me into a mould, the team behind AYO is phenomenal, you really do have some music industry leaders working from there!
Where do you think the biggest opportunities are right now?
I think one of the biggest opportunities is being able to build a genuinely global audience without being limited by where you’re based. Social media and streaming allow artists to connect directly with people, while collaborations and international relationships can open up completely new audiences. For me, that UK - US connection is something I’m really excited to explore.
Tell us about Kollective. What are you trying to create with the project, and where would you like to see it go over the next few years?
Kollective is my neighbouring rights representative rather than a project of my own. They specialise in representing artists and their neighbouring rights, making sure royalties are properly collected and accounted for across different territories. They represent an incomparable roster of artists, including Tom Grennan, MK, Sia and Wiz Khalifa, so I’m thrilled to have them representing my catalogue alongside artists of that calibre. For me, it’s about having the right people looking after an important part of the business behind my music.
When you’re deciding whether to work with an artist, creative or project, what catches your attention? Is it talent, originality, personality, potential—or something harder to define?
For me, it’s a combination of talent, personality and authenticity. Obviously the music has to excite me or what we are going to create, but I’m also really drawn to people’s experiences and what makes them interesting as individuals. When I’m writing, I’m fascinated by the stories people carry, even the things they might find difficult or vulnerable to talk about. I’d never want to exploit someone’s experiences, but I do think there’s something powerful about turning those stories into music and creating a message that might help someone else feel less alone. There are so many things I notice when I’m writing my own material and working with other people. Chemistry is a big part of it too, you can feel when something just clicks. Ultimately, I’m drawn to people with a unique perspective, something genuine to say and a real passion for what they do.
Behind every successful creative project there are usually challenges that audiences never see. What has been one of the biggest lessons you’ve learned from building your career so far?
One of the biggest lessons I’ve learned from making music is that some of the most meaningful songs can come from uncomfortable places. A lot of my writing comes from real experiences, emotions and things I’ve been through or witnessed, and sometimes putting those feelings into a song means being incredibly vulnerable.
That can be a challenge, whether it’s me trying to open up to myself and submit to the words, thoughts and sounds, or working with other artists and helping them open up. Sometimes we need to get to the deepest, darkest parts of an experience, and that can be uncomfortable. But as an artist and a writer, I feel it’s my job to take those experiences and turn them into something completely different, a song. That said, I definitely don’t make music that’s all doom and gloom! I’m a pop artist at heart, and I love exploring different sides of pop, whether that’s house, dance, pop-rock or something completely different. Sometimes the inspiration can be deeply personal, and sometimes it’s simply about creating something that makes people want to dance, sing along or have a good time. I think that contrast is what makes someone an artist.
Looking at the wider creative industries, do you think there is enough space and support for LGBTQ+ artists, creatives and entrepreneurs—and where would you still like to see progress?
I think there is definitely more space and visibility for LGBTQ+ artists and creatives than there was when I first started, which is really positive. But I think there’s still a difference between being visible and being genuinely supported. For me, it’s about creating real opportunities, investing in LGBTQ+ artists, booking them, collaborating with them, giving them platforms and helping them build sustainable careers, rather than just celebrating LGBTQ+ talent during Pride. I’ve experienced some amazing support from the LGBTQ+ communities in Ireland, London and particularly LA, and it’s shown me how powerful that genuine support can be.
I’d love to see more of that throughout the industry: not just celebrating LGBTQ+ creatives for who they are, but recognising their talent, their individuality and what they can bring creatively all year round, my favourite LGBTQ+ artists are Justin Tranter, an absolute powerhouse artist, songwriter and producer and Luke Bazulka from the band ‘The Scarlett Opera’ they are US based but my god, they can write and Luka’s voice is second to none.
Finally, what’s next for George Windsor? What should people be watching out for from you, Inside Baseball, AYO Music Group and Kollective over the coming year?
There’s a lot happening over the next year. Since AYO Music Group brought me to LA, my studio sessions have dramatically levelled up. I’ve been working with some incredible producers and writers, including Willy Beaman, who has an amazing catalogue of credits as a writer, producer and touring musician, and those sessions have really pushed me creatively. LA is going to be a much bigger part of my world moving forward. I’ll be spending a lot more time there, with some incredibly exciting meetings, writing sessions and collaborations already happening behind the scenes. I feel like I’m only just scratching the surface of what’s possible there, and I’m really excited about the relationships we’re building and where they could lead.
Alongside that, I have a lot of new music coming out next year, with releases planned throughout the year, as well as more live shows and touring. It feels like I’m entering a really exciting chapter where everything I’ve been building; the music, the songwriting, the international relationships and the team around me, is starting to come together. There’s a lot happening behind the scenes that I can’t talk about yet, but I think people will start to see all of that very soon