“I've spent a lifetime telling stories on screen"
Bollywood superstar Shah Rukh Khan is taking his influence beyond cinema with UNIFYD, a new international music festival celebrating the diversity of Indian music.
The event will bring together established playback singers, Punjabi music stars, independent performers and electronic artists for a one-day celebration in Abu Dhabi.
Scheduled for March 20, 2027, the festival will take place at Etihad Live on Yas Island, featuring more than 15 artists across multiple stages.
Arijit Singh, Sonu Nigam and Karan Aujla lead the line-up, alongside performers including Jonita, Shalmali Kholgade and Simran Choudhary.
With Khan serving as curator, UNIFYD aims to connect different generations of music fans while highlighting the international influence of Indian artists.
Shah Rukh Khan Takes On a New Musical Venture
Known worldwide for his three-decade career in Bollywood, Khan has built his reputation through films that combine storytelling, romance, action, and memorable soundtracks.
Music has played an important role throughout his career, with songs from films such as Dilwale Dulhania Le Jayenge, Kuch Kuch Hota Hai and Kal Ho Naa Ho becoming familiar to audiences across generations.
His latest venture explores that connection from a different perspective, bringing musicians together on a shared platform rather than introducing their work through cinema.
Announcing UNIFYD, Khan explained how music can create connections similar to those established through films.
He said: “I’ve spent a lifetime telling stories on screen and watching them bring people together. Music has that same extraordinary power.”
The festival’s promotional video also offered a humorous introduction to the project. Khan attempts to play several instruments before acknowledging that performing music is best left to the professionals.
The campaign then shifts attention towards the artists who will take centre stage at the inaugural event.
UNIFYD is produced by D’YAVOL Live and District, in collaboration with Abu Dhabi’s Department of Culture and Tourism and Miral, and in association with Emirates NBD.
The event also represents a new creative venture for Khan, who will oversee its artistic direction.
Organisers have indicated that they hope to expand the festival into other cities following its Abu Dhabi debut.
Rather than focusing exclusively on Bollywood, the concept brings together different parts of India’s music industry, reflecting the variety of sounds that now reach international audiences.
Arijit Singh and Karan Aujla Headline the Festival
The headline acts represent three distinct musical identities, giving UNIFYD a line-up that reaches beyond a single genre.
Arijit Singh has become one of the most recognisable voices in contemporary Hindi film music.
His performances have helped define the sound of numerous romantic dramas and emotional soundtracks, attracting listeners well beyond the films themselves.
His inclusion offers fans an opportunity to experience the singer’s music in a live festival setting.
Sonu Nigam brings a different perspective, representing a generation of playback singers whose voices became closely associated with Bollywood’s musical identity.
Across his long career, Nigam has performed romantic ballads, energetic dance tracks, and songs spanning different musical styles.
His catalogue connects with audiences who grew up listening to Hindi film music during the 1990s and 2000s, as well as younger listeners discovering those songs today.
His UNIFYD appearance is being promoted as a special set, with organisers describing it as his first performance at a music festival.
Karan Aujla brings contemporary Punjabi music into the mix.
The singer and rapper has developed an international following through tracks combining Punjabi lyrics with hip-hop, pop and modern production.
His music has reached listeners across India, the UK, Canada and other countries with significant Punjabi-speaking communities.
His inclusion reflects how Punjabi artists have established their own international presence rather than relying solely on Bollywood soundtracks for exposure.
Together, Singh, Nigam and Aujla offer different experiences, from emotionally driven playback singing to contemporary Punjabi hits.
The wider line-up also includes Jonita, Shalmali Kholgade, Patiala Mehfil, Simran Choudhary, Nooriyah, Curtain Blue, Tech Panda x Kenzani, Rusha & Blizza, Stick No Bills, BOH!B, Priyanka and Unnayanaa.
These additions bring independent music and different performance styles into the programme.
UNIFYD Festival: What Fans Can Expect
UNIFYD will take place on March 20, 2027, at Etihad Live on Yas Island in Abu Dhabi, United Arab Emirates.
The one-day event is expected to feature more than 15 artists across multiple stages, combining established performers with independent and electronic acts.
The confirmed line-up includes Arijit Singh, Sonu Nigam, Karan Aujla, Jonita and Shalmali Kholgade, alongside the additional performers announced by organisers.
Tickets are available through the District app, with general sales having opened on October 20, 2026. The official platform lists prices from AED 295, although availability and prices may change.
The event is being positioned as a celebration of Indian music and its growing international influence, with Khan’s involvement providing a recognisable figure at the centre of the project.
For the Bollywood star, the festival adds another dimension to a career that has helped bring Indian entertainment to audiences worldwide.
For the artists involved, it offers a shared platform spanning musical traditions that have developed their own identities while continuing to influence one another.
The combination of playback singing, Punjabi music, and independent performers could also introduce fans to parts of the Indian music scene beyond their usual playlists.
As international audiences continue to discover Indian artists through digital platforms and live performances, UNIFYD arrives with ambitions that extend beyond a single evening.
Its debut will show whether the festival can turn that ambition into a lasting international platform, bringing different sounds, generations and communities together through music.
