Shah Rukh Khan has announced UNIFYD Festival, a one-day music and culture event scheduled for 20 March 2027 at Etihad Live on Yas Island in Abu Dhabi. The festival will feature performances by Arijit Singh, Sonu Nigam, and Karan Aujla across multiple stages, targeting audiences from India, the Middle East, and the South Asian diaspora. Khan curated the festival, which is produced by D'YAVOL Live, the live entertainment division of the luxury collective D'YAVOL, in collaboration with ticketing platform District. General ticket sales will open at 10:30 am on 20 October through the District app, with pricing to be announced later. State-owned tourism entities Miral and Experience Abu Dhabi, along with banking group Emirates NBD, are collaborating as partners. In an announcement video posted on Instagram, Khan demonstrated various musical instruments before humorously concluding "let's just leave it to the pros." Khan stated that music possesses the same power to unite people as storytelling does through film, and that UNIFYD will bring together India's leading artists on a single stage for the first time. D'YAVOL co-founder Bunty Singh noted that Indian music has achieved global reach and deserves a festival platform matching its scale and influence. The festival has global expansion plans beyond its UAE debut.