Vaishnavi Yadav |

Punjabi music icon Sukhbir continues to captivate audiences across generations with his infectious energy, timeless hits and ability to stay relevant in an ever-evolving music landscape. In conversation with Adgully, Sukhbir opens up about the importance of audience engagement, the evolving relationship between music and advertising, creative inspiration, and how artists can balance changing trends with their unique identity.

For Sukhbir, a live performance is about much more than singing songs—it's about creating a shared experience. Reflecting on his approach to performing, he said, “It’s not the kind of show where you sit and watch. It has to be interactive, and it’s up to me to make that happen. We always give more than 100 per cent energy, and if you’re consistent with that, you can’t go wrong.”

The Strong Connection Between Music and Advertising

Sukhbir believes that music and advertising have become increasingly interconnected over the years.

“Most advertisements have music, and for artists like us, advertising helps people discover our work. It’s a very symbiotic relationship, and I think it’s here to stay,” he said.

The singer noted that both industries thrive on creativity and storytelling, making collaboration between the two a natural fit.

Learning Never Stops

Speaking about the value of engaging with professionals from different industries, Sukhbir emphasized the importance of continuous learning and meaningful conversations.

“There’s always something new to learn. Sometimes a simple conversation can give you an entirely new perspective or insight that you weren’t aware of before,” he shared.

According to him, exchanging ideas and building connections remains an essential part of personal and professional growth.

Reinventing Music for New Generations

Having enjoyed a successful career spanning decades, Sukhbir attributes his longevity to his willingness to evolve while staying true to his roots.

“You have to let creativity happen. Trends change, music styles evolve, and you evolve as well. If you don’t evolve, sometimes you get left behind. But whatever I do, it always has the Sukhbir touch, even if it’s influenced by current trends,” he explained.

He also revealed how the music he listens to often shapes his creative process. “Back in the day, I used to listen to Bob Marley, so there were a lot of reggae influences in my songs. What influences you keeps changing over time, and that naturally reflects in your music.”

Keeping the Audience at the Centre

For Sukhbir, audience participation remains the defining element of any successful performance. Whether performing for longtime fans or younger listeners discovering his music for the first time, his goal remains the same: to create an experience that people can be part of rather than simply watch.

With an unwavering commitment to creativity, reinvention and authentic audience connection, Sukhbir continues to prove why he remains one of the most beloved and enduring names in Indian music.