Zaheer Darbar – Entertainment Editor
Shah Rukh Khan Announces UNIFYD Music Festival in Abu Dhabi Featuring Arijit Singh, Karan Aujla and Sonu Nigam: Bollywood superstar Shah Rukh Khan is expanding his presence in the global entertainment industry with the launch of UNIFYD, a new international music festival scheduled to debut in Etihad Arena, Yas Islands, Abu Dhabi on March 20, 2027. The festival will feature some of India’s most celebrated musical talents, including Arijit Singh, Punjabi music sensation Karan Aujla and veteran playback singer Sonu Nigam.
The inaugural edition will take place at Etihad Live on Yas Island, bringing together more than 15 artists across multiple stages for a day celebrating Indian music and culture. The event aims to attract audiences from the UAE, India and the wider South Asian diaspora while introducing India’s diverse musical traditions to an international audience.
Shah Rukh Khan Expands Into Global Live Entertainment
Known worldwide for his decades-long career in Indian cinema, Shah Rukh Khan will serve as the festival’s curator, overseeing its artistic direction and creative vision.
The superstar’s involvement marks another step in his expansion beyond acting and film production into the broader entertainment and lifestyle business. With UNIFYD, Khan aims to bring together leading Indian performers on an international platform that combines music, culture and large-scale live entertainment.
The festival is being produced by D’YAVOL Live and District, in collaboration with Abu Dhabi’s Department of Culture and Tourism and Miral, with Emirates NBD associated with the event.
UNIFYD represents an effort to create an international entertainment property that can potentially expand into additional cities and markets in the coming years.
Arijit Singh, Karan Aujla and Sonu Nigam Lead the Line-up
The first announced headliners represent different musical styles and generations, reflecting the growing international appeal of Indian music.
Arijit Singh is among India’s most popular contemporary playback singers. Known for his emotive vocals and memorable Hindi film songs, Singh has developed a massive following across India and among international audiences.
His live performances attract fans who connect with his distinctive voice and extensive catalogue of romantic ballads, contemporary hits and film soundtracks.
Karan Aujla represents the global rise of Punjabi music. The singer and songwriter has established himself as one of the prominent names in contemporary Punjabi entertainment, with chart-topping tracks and a growing international fan base.
His participation reflects the increasing influence of Punjabi music across international markets, particularly among younger audiences in North America, the United Kingdom and the Gulf.
Sonu Nigam, one of India’s most enduring playback singers, brings decades of musical experience and a catalogue of celebrated songs to the festival. His performances span Hindi film music, romantic ballads, devotional music and live concert favourites.
The combination of contemporary Hindi music, Punjabi hits and classic Bollywood favourites is expected to appeal to multiple generations of concertgoers.
Organisers are expected to announce additional performers as the festival approaches.
Abu Dhabi Strengthens Its Position as a Global Entertainment Hub
The launch of UNIFYD adds another major event to Abu Dhabi’s growing international entertainment calendar. Yas Island has developed into a prominent destination for concerts, sporting events and large-scale live experiences, attracting visitors from across the Middle East and beyond.
The choice of Abu Dhabi also highlights the strong cultural and commercial connections between India and the Gulf region. A substantial South Asian population lives and works across the Gulf, creating an established audience for Indian music, cinema and live entertainment.
By bringing leading Indian performers together for one major event, UNIFYD aims to create a destination experience for music fans while strengthening Abu Dhabi’s appeal as a centre for international cultural programming.
The festival could also encourage travel from India and other countries, offering visitors an opportunity to combine a major concert experience with tourism and hospitality activities.
Ticket Sales and Event Details
The inaugural UNIFYD music festival is scheduled for March 20, 2027, at Etihad Live on Yas Island, Abu Dhabi.
Tickets are scheduled to be available exclusively through the District app. Emirates NBD cardholders will have access to a presale beginning October 19, 2026, at 9:30 a.m. UAE time, continuing until October 20 at 9:30 a.m.
General ticket sales are scheduled to begin on October 20, 2026, at 10:30 a.m. UAE time. Ticket prices were not included in the initial announcement.
With more than 15 artists expected to perform across multiple stages, the event is being positioned as a major gathering for Indian music fans in the region.
A New Global Platform for Indian Music
UNIFYD arrives at a time when Indian entertainment is expanding its international reach through streaming platforms, global tours, film festivals and large-scale live events.
The festival’s mix of established playback singers and contemporary Punjabi performers reflects the diversity of India’s music industry and its ability to connect with audiences across cultures and generations.
For Shah Rukh Khan, the initiative provides an opportunity to extend his entertainment business into a new arena while bringing together artists with significant international followings.
For Abu Dhabi, the festival offers another opportunity to connect tourism, culture and entertainment. For fans, it promises a gathering of major Indian musical talents in one destination.
If the inaugural edition succeeds in delivering on its ambitions, UNIFYD could develop into a recurring international festival, providing Indian artists with another platform to reach global audiences and strengthening the worldwide profile of Indian music.
