(July 9, 2025) Who could possibly forget the baraat that brought Wall Street to a standstill? On that May afternoon in New York City, the world watched as hundreds danced down the Financial District — not to the usual rhythm of stock tickers, but to the electrifying beats of DJ AJ.
It wasn’t just a wedding procession; it was a moment that went viral across the globe. And at the heart of it all was Arjun Shah — better known as DJ AJ — whose music turned one of the world’s most iconic streets into a high-energy celebration of love and culture.
But for DJ AJ, this was just another chapter in a career defined by back-to-back headline moments. From royal palaces in Rajasthan to yachts on the Mediterranean, from London ballrooms to star-studded Mumbai venues — if there’s a global celebration that matters, chances are it’s happening to the beats curated by DJ AJ. “What matters more to me the most is the trust couples place in me to bring their biggest celebrations to life through music,” smiles DJ AJ, one of India’s most versatile and celebrated disc jockeys, in conversation with Global Indian.
DJ AJ in New York
That trust has taken him behind the scenes of some of the world’s most exclusive events. His portfolio spans star-studded weddings, high-profile celebrity parties, and luxury corporate gatherings. From Bollywood royalty to business tycoons, AJ’s clientele includes a who’s who of global fame.
Soundtracking the World’s Biggest Weddings
Among AJ’s most memorable work includes the weddings of Anant Ambani – Radhika Merchant, Akash Ambani-Shloka Mehta, Anand Piramal-Isha Ambani, Bollywood stars Kiara Advani – Siddharth Malhotra, Ranbir Kapoor – Alia Bhatt, Athiya Shetty – KL Rahul, Farhan Akhtar – Shibani Dandekar, Virat Kohli-Anushka Sharma, Nick Jonas-Priyanka Chopra — to name a few.
“Over the years, I’ve been lucky to be part of some truly iconic weddings across the world. The challenge in this journey has always been to evolve while staying true to my core identity,” says AJ, pointing out that trends in music change quickly, which means he has to adapt without losing his essence.
AJ was behind the console for the Ambani pre-wedding celebrations held in Jamnagar (March 2024), London (April 2024), and aboard a Europe cruise (June 2024). He also took charge of the music for the main wedding festivities in Mumbai in July 2024 — spinning for the sangeet, baraat, and the after party.
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His unique mix of music includes Hip-Hop, R&B, Bollywood and Techno among a number of other genres. “A lot of people think DJing is just about playing music- but it’s really about reading energy,” says Mumbai-based AJ, who has shared the stage with international artists like Justin Bieber, David Guetta, Katy Perry, Black Coffee and many more.
The New York wedding – A Baraat to Remember
Among AJ’s recent highlights was a baraat that grabbed headlines around the world — one that brought desi energy to none other than Wall Street. It was the wedding of Boston-based couple, Varun Navani and Amanda Soll. The iconic Wall Street in the Financial district of Lower Manhattan in New York came to a full stop after being transformed into a full-on baraat route where hundreds of people danced their hearts out.
AJ tailored the music to fit the vibe perfectly. “I mixed some English classics with popular Bollywood hits that would resonate with everyone. The dhol players set the perfect energy and brought the baraat to life,” he recalls of the May 24 event.
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He says the live dhol beats complemented the music and created that authentic, vibrant atmosphere that no sound system alone could deliver. “It was like it all fell so perfectly in sync.
That moment went viral globally and put a spotlight on how Indian weddings are evolving- and how music is right at the centre of it.”
Shutting down Wall Street for a baraat was a once-in-a-lifetime experience. “To see 400 people dancing, singing, and celebrating in the heart of New York City — was surreal. The energy was electric,” says AJ, describing it as an unforgettable experience.
Beyond the Playlist: Crafting a Vibe
Being a good DJ goes far beyond just knowing how to play the right songs. “It’s about timing, intuition, and emotional intelligence. You have to read the room, sense when to build energy, when to hold back, and when to completely flip the vibe,” says AJ who has won the title of “Wedding Sutra Best DJ – Platinum” five times in a row.
He feels technical skills and music knowledge are important- but more than that, it’s about making people feel something in the moment. “When I’m prepping for gigs, I constantly discover new music across genres to stay ahead of the curve.”
Blending Beats Across Borders
At weddings and large social events, says AJ, Bollywood still has a strong presence. “It’s emotional, recognisable, and connects across generations.”
But over the years, there’s been a shift. “Now you’ll often find a full-blown techno or house set at a cocktail night, or a hip-hop heavy sangeet playlist,” says AJ.
English tracks are definitely part of the mix, especially with destination weddings and younger crowds. “But it’s always about balance.”
Compared to the West, where DJs often focus on one genre or a personal artist brand, AJ says back home in India, he is required to be more versatile. “You might play a techno set one night and blend Bollywood with hip-hop and Punjabi the next. The expectations are different, but so is the reward”, smiles AJ.
DJ AJ
The Making of DJ AJ
Born and raised in Mumbai, AJ attended Jamnabai Narsee School, where his journey behind the console began. It was his teacher, Roslyn Arthaide, who first coined the moniker ‘AJ’ after he assisted a DJ at a school event in Alibaug — a moment that quietly set the tone for what was to come.
“While academics and sports like cricket and swimming were part of my growing-up years, music was always my first love,” says AJ, who
started experimenting with DJing at the age of 15.
By the time he reached college, AJ had already made his mark by winning the national-level War of DJs competition three years in a row. “Winning the “War of DJs” was a big turning point. It gave me visibility and more importantly, confidence. I had to self-teach a lot—trial and error, learning from peers, and obsessively listening to sets,” recalls AJ, who worked as a sales executive in BMW for 10 months in 2012.
Much of his early learning (how to read a crowd) came through self-teaching, relentless experimentation, and playing at school socials, college fests, and private gigs .
In 2014, eager to refine his skills and deepen his understanding of music, AJ headed to London to study at Point Blank Music School — a globally acclaimed institution known for producing top-tier music talent. There, he earned a diploma in Music Composition & Production, gaining hands-on training under industry professionals who helped shape his artistic identity.
Established in London in 1994 and voted the world’s ‘Best Music Production & DJ School’, Point Blank taught AJ the creative process of making music in state-of-the-art facilities. Highly experienced professionals from every area of the music industry shaped AJ into what he is today.
More Than a DJ: The Brand Builder
Beyond the console, AJ has also channelled his creative energy into entrepreneurship. Over the years, he has built three ventures—Digital Chants, FullStop Entertainment, and Niine Artist Management — each reflecting a different facet of his experience in the entertainment industry.
With FullStop Entertainment, a Mumbai-based digital agency, AJ has created a one-stop solution for brands looking to scale their presence through innovative digital marketing. “FullStop is a fully integrated digital agency that has grown to a solid strength of 60 today,” he informs.
Meanwhile, Niine Artist Management focuses on what AJ knows best—curating talent and delivering seamless entertainment experiences. The firm specialises in artist bookings and end-to-end management for events of every scale, ensuring the same level of precision and vibe AJ brings to his own performances.
The Sound of What’s Next
AJ is always thinking a step ahead. “I’m constantly working on new music edits, evolving my sound, and experimenting with fresh concepts — like our Hologram Act,” he says. He’s also gearing up to release more music on his YouTube channel.
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The calendar ahead is packed with big-ticket weddings, both in India and abroad. n India and internationally. “There are a few high-profile ones that I unfortunately can’t talk about just yet due to confidentiality. But let’s just say 2025 is looking exciting,” smiles AJ.
From shutting down Wall Street with a baraat to curating the soundscape for weddings on yachts and in royal palaces, DJ AJ has built more than a career—he’s built a movement that takes Indian celebration culture global. Whether he’s mixing Bollywood with house in Tuscany or setting the vibe for a sangeet in Manhattan, AJ brings the spirit of India to the world, one beat at a time. A tech enthusiast at heart, he’s always experimenting—with gadgets, sounds, and experiences that push creative boundaries. “I love exploring anything that helps elevate creativity or makes life on the road smoother,” he says. For him, it’s never just about the music—it’s about crafting moments that transcend borders. And as 2025 unfolds, one thing’s for sure: wherever the celebration, DJ AJ won’t be far behind.
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