New Delhi: The Badshah of Bollywood is now coming with his own festival. Shah Rukh Khan has announced the UNIFYD Festival, a one-day music and culture event in Abu Dhabi. The event, headlined by Arijit Singh, Sonu Nigam and Karan Aujla, will be held on 20 March 2027, at Etihad Live on Yas Island, UAE.
The festival will run across multiple stages, with music and cultural experiences for audiences from India, the Middle East and the wider South Asian diaspora.
Khan has curated the festival, and it is produced by D’YAVOL Live, the live entertainment arm of the luxury collective D’YAVOL, in collaboration with the ticketing platform District.
Tickets will be available exclusively through the District app. The general sale opens at 10.30 am on 20 October, though ticket prices are yet to be announced.
Announcing the festival, SRK shared a video on Instagram where he is seen trying his hand at various musical instruments saying, “how hard can it be?”
“Let’s just leave it to the pros,” the superstar says after a string of failures.
Miral and Experience Abu Dhabi, both state-owned tourism companies, are also collaborating, with the banking group Emirates NBD coming on board as an associate partner.
The first edition will be held in the UAE, but the organisers say UNIFYD has global ambitions and plans to expand to more cities.
In an official statement, SRK said that he has spent a lifetime telling stories on screen and watching them bring people together. Music, according to him, has the same extraordinary power.
“UNIFYD, produced by D’Yavol Live along with District, will unite India’s most incredible artists on a shared stage for the first time. The festival promises to be a true spectacle in terms of its scale, energy and grandeur,” he said.
D’YAVOL’s co-founder Bunty Singh added that Indian music is already global, and now, UNIFYD gives that cultural force a festival platform that matches its scale, ambition and influence.
“Bringing together artists of this stature on the same day, in a lineup that has never existed before, is what makes the first edition so special. The production, setting and overall experience have been built to match the scale of that moment,” Singh said.