Diljit Dosanjh achieved unprecedented stardom in 2024, cementing his status as a global icon. One of the standout moments of the year was his now-famous line, “Punjabi aa gaye oye,” during his Delhi concert at the Jawaharlal Nehru Stadium, part of his Dil-Luminati India Tour 2024. The phrase sparked a lively debate, with some criticizing him for not saying “Indians aa gaye oye.” In response, Diljit explained during the concert that while he respects all languages, he primarily speaks Punjabi as it is the language his mother spoke, reflecting his deep connection to his roots.
While Diljit ruled the global stage, much of his professional success can be credited to his manager, Sonali Singh. Behind the scenes, Sonali has played a pivotal role in shaping his career, managing his brand, and orchestrating his large-scale tours. She is also the owner of Ripple Effect Studios, an event management company.
Sonali’s journey to becoming one of the most influential managers in the Indian entertainment industry is marked by determination and resilience. After completing her education at Delhi’s New Lancers Convent and earning a diploma in aviation and hospitality management from the Rai Foundation, she pursued a commerce degree from CCS University. She began her career as a business development manager at the Asian Business School in 2007, later holding roles at Super Cassette Industries Limited and Eros International Private Limited.
Her association with Diljit Dosanjh began in 2016 during the filming of Udta Punjab, when she joined his team as a brand manager. Despite having no prior knowledge of Punjabi music or language, Sonali took on the challenge, and together they achieved remarkable success. Reflecting on their early days, Sonali has shared how both she and Diljit took a risk by trusting each other, which ultimately paid off. Diljit became one of the first Punjabi artists to have a professional manager, and Sonali played a crucial role in elevating his career to new heights.
The year 2024 was a landmark for both of them. Diljit’s Dil-Luminati tour became the largest North American tour by a Punjabi artist, with 215,000 attendees and grossing over $27 million. Their partnership has been celebrated worldwide, with Sonali receiving recognition, including being featured in the 2024 Billboard Women of the Year list. In interviews, Sonali has expressed gratitude for Diljit’s trust, acknowledging him as the driving force behind her success as a global manager.
Sonali’s story is one of perseverance, as she has revealed how she supported her family at the age of 17 by working at Fortis Hospital while pursuing her education. Her journey into the world of artist management was unplanned, but her dedication and hard work have made her an indispensable part of Diljit’s team.
As both Diljit and Sonali continue to achieve new milestones, their partnership serves as an inspiring example of mutual trust and collaboration. Fans and industry insiders alike look forward to seeing what they will accomplish next.
