Nibir Islam of Veritas Events talks about US tours of Bangladeshi artists, and the longings of the diaspora
For nearly a decade, Nibir Islam has been quietly laying the foundation for cultivating a modern renaissance of Bengali culture in North America. As a lead organiser at Veritas Events, a company responsible for orchestrating U.S. tours for some of Bangladesh’s most iconic musicians, Nibir and his partners are curating culture across borders, on a global scale.
With artists like James, Warfaze, and Artcell gracing stages in American cities like New York, Boston, and beyond, Veritas Events has built a reputation for delivering musical experiences to the Bangladeshi diaspora. But behind the flashing stage lights and roaring crowds is a deeply personal mission. “I grew up in the diaspora, and I saw how hungry people were for something that reminded them of home,” Nibir shares. “Some people express that through food. I can’t cook…” Nibir laughs, “…so I tried music.”
His modest chuckle belies the scale of what Veritas has achieved. Over the past several years, the company has shifted from organising community events to designing large-scale experiences that bring generations together. “We call ourselves experience designers, not just concert organisers,” he says. “The kind of experience you expect at a Coldplay concert, why can’t you have a similar experience for Artcell too?”
One of the defining traits of Veritas Events is their approach to collaboration. Nibir says, “At Veritas, we’re able to bring these events to life because of our incredible team—a passionate group that works tirelessly to deliver unforgettable experiences and bring out the very best in every show”. Instead of relying on middlemen, the team aims to work directly with artists, to build relationships rooted in trust. “We approached them with a plan, and we underpromised and overdelivered,” Nibir explains. “That’s how we earned their trust.” This philosophy paid off. “The artists we work with share our motivations. They want to reach their fans abroad. They want to be seen,” he adds. And they are. These shows have routinely drawn intergenerational crowds. Parents come with their teenagers. Grandparents sing along to choruses they taught their children. “You can feel it in the room,” Nibir says. “The energy is unmatched.”
For many second-generation Bangladeshi-Americans, these concerts mark a turning point in how they relate to their heritage. “Some kids used to think Bangla music was boring,” Nibir admits. “Now they know every lyric.” Music becomes a bridge. A language. And we Bangladeshis certainly know the value of language in our communities. That impact isn’t accidental. “It’s our responsibility to show people they belong to something beautiful,” he says.
With many in the South Asian diaspora searching for ways to actively connect to their cultures, there is a real minefield of opportunities to deliver a genuine cultural experience not only for North Americans, but for the South Asian diaspora around the globe. Nibir talks about there being four or five artists on the pipeline for future events. In addition to those short term plans, Nibir voices ambitions of eventually branching out of North America to organise events all over the world.
The behind-the-scenes work is less romantic. From securing visas to navigating travel delays and promotional logistics, every show requires learning and patience. “It’s like solving a puzzle while the clock is ticking,” Nibir says. “You have to wear many hats. Be ready to adapt.”
Veritas has moved beyond the “retail” phase of event planning into what Nibir calls the “wholesale” model, building broader collaborations and undertaking ambitious new projects. One dream Nibir brings up with excitement is to one day have a Bengali version of Coachella.
“We need to be more ambitious as a community,” he says. “We want to put Bengali artists from the U.S. and Bangladesh on the same stage, on the same platform. We want to support homegrown musicians who haven’t had their break yet.” With a new Aurthohin tour planned and several other acts in the pipeline, Veritas is positioning itself to be a renowned name in the South Asian American events space. Nibir, however, remains grounded. When asked what keeps him going, he points to the people. “This community loves to celebrate. When I see someone’s face light up because their childhood idol walked on stage, that’s it. That’s the moment I live for.” Nibir acknowledges the work can be frustrating or challenging. “Sometimes it doesn’t go well,” he admits. “But we learn. We grow. You take the good, and you learn from the mistakes.”
To younger Bangladeshi-Americans looking to support or create cultural spaces, Nibir’s advice is simple: “Start small, but start now. Don’t wait for permission.”
The story of Veritas Events is still being written. But with Nibir and others at the helm of Veritas Events, one thing is clear: the future of Bangladeshi music in America is in steady, passionate hands.
As a special exclusive announcement, Veritas is proud to announce the USA tour of legendary Bangladeshi rock band, Aurthohin, which will be bringing their powerful sound and iconic energy to stages across the United States for the very first time.