Bollywood superstar Shah Rukh Khan is stepping beyond the world of cinema to help bring a major music and cultural festival to Abu Dhabi. Titled UNIFYD, the one-day event is scheduled to take place on 20 March 2027 at Etihad Live on Yas Island in the United Arab Emirates.
The festival will bring together more than 15 artists from different generations and genres of Indian music, including some of the country’s most popular performers. Arijit Singh, Sonu Nigam and Karan Aujla are among the headline attractions.
With Shah Rukh Khan overseeing the creative vision, UNIFYD aims to celebrate the diversity of Indian music and offer audiences an opportunity to experience a wide range of musical styles under one roof.
Arijit Singh, Sonu Nigam and Karan Aujla to Headline
The presence of three major names from different musical backgrounds is expected to be one of the festival’s biggest attractions.
Arijit Singh, known for his romantic melodies and numerous popular film songs, has established himself as one of India’s leading playback singers. Sonu Nigam, whose career spans several decades, is celebrated for his versatile voice and extensive contribution to Indian music.
Karan Aujla, meanwhile, represents the contemporary Punjabi music scene, with a strong following among younger listeners.
Their participation will give audiences the opportunity to enjoy music spanning Bollywood favourites, established Indian melodies and modern Punjabi hits. Organisers say more than 15 artists will perform across multiple stages during the event.
According to the organisers, the festival will mark the first time Sonu Nigam has performed at a music festival during his career.
Shah Rukh Khan’s Creative Vision
In a statement, Shah Rukh Khan reflected on the power of storytelling and music to bring people together. Drawing on his experience of telling stories through cinema, he said he had seen how stories could connect people across different backgrounds.
He believes music has a similar ability to unite audiences. UNIFYD, he said, would bring together some of the most notable names in Indian music and create an experience distinguished by its scale, energy and spectacle.
The event is being jointly organised by D’YAVOL Live and District, with support from the Department of Culture and Tourism – Abu Dhabi, Miral and Emirates NBD.
D’YAVOL Live is part of the D’YAVOL Luxury Collective, co-founded by Shah Rukh Khan, his son Aryan Khan, Leti Blagoeva and Bunty Singh.
Ticket Sales to Begin on 19 October
Organisers have announced a special advance booking window for Emirates NBD cardholders. The pre-sale will begin at 9.30 am local time in the UAE on 19 October and run until 9.30 am on 20 October.
General ticket sales will open at 10.30 am on 20 October. Tickets will be available exclusively through the District app, although prices have yet to be announced.
The organisers are also looking beyond Abu Dhabi for the festival’s future. Following its debut in the UAE capital, they plan to explore opportunities to take UNIFYD to other cities and international markets.
The broader ambition is to build on the growing global popularity of Indian music and develop the festival into an international cultural event.
With an extensive line-up, multiple stages and Shah Rukh Khan’s creative involvement, UNIFYD is being positioned as a large-scale celebration of Indian music. Its first edition in Abu Dhabi will bring together established performers and contemporary stars, offering audiences a programme designed to appeal to different generations of music lovers.
