"Music has that same extraordinary power."
Shah Rukh Khan has announced a major new international music festival called UNIFYD Festival.
It is set to make its debut in Abu Dhabi on March 20, 2027.
The inaugural edition will be held at Etihad Live on Yas Island in the UAE.
This positions it as a landmark celebration of South Asian musical talent on a global stage.
Arijit Singh, Sonu Nigam and Karan Aujla have been announced as the headliners for the first edition of the ambitious single-day event.
The festival is curated by Shah Rukh Khan himself and is produced by D’YAVOL Live in collaboration with entertainment platform District.
It has been organised in partnership with Miral and Experience Abu Dhabi.
Shah Rukh outlined his vision for UNIFYD Festival in a statement published by Rolling Stone.
He said: “I’ve spent a lifetime telling stories on screen and watching them bring people together.
“Music has that same extraordinary power.”
He added that the festival seeks to bring leading Indian musical artists together onto a single platform on an internationally visible scale.
The initial lineup brings together three distinct and celebrated musical genres.
Arijit Singh represents the world of contemporary romantic ballads that have defined Hindi film music for the past decade.
Sonu Nigam brings his extensive catalogue of classic pop hits that have spanned multiple decades.
Karan Aujla rounds out the headlining trio with his high-energy Punjabi hip-hop sound that has been steadily building an enormous international following.
The festival will feature performances across multiple stages, with approximately fifteen artists expected to form the final roster.
Additional names are expected to be revealed in the coming weeks as the organisers build out what promises to be a diverse musical programme.
The event is designed to showcase South Asian musical talent specifically to global and Middle Eastern audiences.
Early access ticketing for Emirates NBD cardholders opens on October 19, 2026 at 11.00 AM IST through the District app for those eager to secure their spots early.
General ticket sales will follow on October 20, opening the event to the wider public across international markets.
The organisers have also expressed plans to expand the UNIFYD Festival format to other international cities following the success of the Abu Dhabi launch.
For Shah Rukh Khan, UNIFYD Festival represents a significant new creative and entrepreneurial venture beyond the world of cinema.
