Sonali Singh is a trailblazer in a male-dominated professional space. She manages Indian superstar Diljit Dosanjh and has successfully propelled him into the international arena, making him the first Indian, particularly a Punjabi artist, to perform at Coachella 2023. In a recent conversation, Sonali shared her insights on this achievement, which gave US citizens a taste of livewire Punjabi performance.
How did you venture into the music manager’s space? Tell us about your journey.
I stumbled upon a golden opportunity to work for T-series as an A&R and Music Marketing personnel. It was sheer luck that brought me to Diljit, who I met 13 years ago for a project. We became friends and I eventually moved to Mumbai to work with several renowned production houses. When Diljit was offered Udta Punjab, he asked me to meet the producers on his behalf to close the project. This marked the beginning of our journey together, managing his tours, films, and brand partnerships. It has been a truly fulfilling experience that I am grateful for.
What challenges did you face while taking Diljit in the global space? Have these challenges been more pronounced because you are a woman and this profession is typically made territory?
Diljit from India has made a significant impact in the global music scene with unparalleled popularity and sold-out arenas. As a professional talent agent, my role was to seek out the right connections and share information and data on his shows and music with the appropriate people. However, I faced challenges in Punjab due to societal expectations and perceptions that deemed women who worked late in studios or went on tours as “not good women.” Despite facing challenges and rumors from colleagues, I was fortunate to have Diljit, who respected and protected me. It’s crucial to create a safe space for women in male-dominated industries and eliminate demeaning attitudes toward them. The industry has progressed, but there’s still much work to be done. I’m grateful to Diljit and my team for making me feel valued and respected.
How do you plan to scale Diljit’s popularity beyond what is already? What’s your long-term goal?
Diljit and I work together as a team, with a clear vision and ambitious goals. We are dedicated, consistent, and hardworking, leaving no stone unturned in our pursuit of success. However, we remain unattached to our goals, surrendering to the supreme power. Our journey is ongoing, with every milestone marking the beginning of a new one. We strive to constantly improve, grateful for all we have achieved and the blessings of the Almighty. Shukar Baba Da!
Article: Anjali Kapur | bhangranews.com