Diljit Dosanjh took his stardom to a completely different level in the year 2024. The popular Punjabi singer's line, "Punjabi aa gaye oye", during his concert at Delhi's Jawaharlal Nehru Stadium. The Delhi concert was a part of his Dil-Luminati India Tour 2024. The line broke headlines, but some people criticised him for not saying 'Indians aa gaye oye", but the singer gave a perfect response to the same. During the second day of his Delhi concert, Diljit stated that he respects all languages, but he speaks Punjabi primarily because it is the language his mother used to speak.
Diljit Dosanjh literally ruled the year 2024 in terms of the success and fame he achieved with his concerts. However, not everyone is aware of the fact that there's a woman behind his success on the professional front. The woman we are talking about is Diljit Dosanjh's manager, Sonali Singh. Not everyone knows that Sonali is also the proud owner of an event company, Ripple Effect Studios.
Before we talk about Sonali Singh's journey as the owner of an event management company and managing one of the world's biggest artists, let's take a quick look at her educational qualifications. Sonali completed her education at Delhi's New Lancers Convent and attained an aviation and hospitality management diploma from Delhi's Rai Foundation. After this, Sonali completed a degree in commerce from CCS University.
Diljit Dosanjh kickstarted her career as a business development manager at the Asian Business School back in July 2007. After working there for 3 years and 11 months, Sonali joined Super Cassette Industries Limited in June 2011 and left it in July 2014. In January 2015, Sonali moved to Eros International Private Limited for the position of assistant manager of radio and TV promotions.
However, it was in January 2016 when Diljit Dosanjh noticed her expertise, and she was hired as the Punjabi superstar's manager. According to a report in the Indian Express, Sonali Singh had no clue about Punjabi music and language, but she still joined Diljit Dosanjh's team as his brand manager during the filming of Udta Punjab in 2016. Since then, she has been managing one of the biggest stars of the Indian music industry, and that too at the peak of his career.
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According to multiple reports, Diljit Dosanjh and Sonali Singh created history in 2024, as the singer's Dil-Luminati tour was the largest North American tour from a Punjabi music artist. Courtesy of Diljit's aura and Sonali's management, A&R, tour management, and business acumen, Dil-Luminati reported 215,000 attendees and a gross of more than 27 million USD. Not only this, Diljit is one of the first Punjabi singers to have a manager and that too a woman.
However, not everyone knows Sonali Singh's road to this superstardom was extremely difficult and unplanned. In an interview with a leading publication, Sonali opened up about the same and revealed that she worked at Fortis Hospital to support her family financially at the age of 17 while pursuing college via distance. The ace manager also revealed that she was earning just Rs. 7,000 per month at that time.
Sonali Singh also added that Diljit Dosanjh was told to hire a manager during the filming of Udta Punjab, and he chose her despite not knowing much about how this management thing works. On the other side, Sonali was also quite unaware of the Punjabi music industry. Thus, it was a risk for both of them. Recalling the same, she said:
"He and I (Diljit Dosanjh) both took a risk and trusted our instincts. He thus became one of the first Punjabi artists to have a professional manager, that too a woman. And I, with no clue about the Punjabi language or music, left my job and have been his manager since then."
In an interview with Billboard, Sonali Singh reflected on being included in the 2024 Billboard Women of the Year list and thanked Diljit Dosanjh for trusting her. Reflecting on her success as a global manager, Sonali clearly stated that she managed to win it because she was working with the 'global artist of the decade' Diljit Dosanjh. She said:
"I am truly grateful for this incredible recognition, beyond anything I could have imagined. It feels surreal to receive such a prestigious honor. None of this would have been possible without my best friend and incredible human, Diljit Dosanjh. Being a global manager is only possible because I had the privilege of working alongside a global artist of the decade. As I always say, everything I could do is because of you! Thank you for putting your trust in me."
We hope Sonali Singh continues to achieve more success with Diljit Dosanjh in the coming future.
Also Read: Exploring Diljit Dosanjh's Extravagant Lifestyle: California Duplex, Luxury Cars, And More
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