The stories behind the work.
Feature / Long readPettah Effect: The Company Dilanjan Seneviratne Built for Sri Lankan TalentTheewra Worldwide, 2012 | Pettah Effect's first release, 9 May 2018 | Open Mic, Rendezvous and On the Rocks | Red Bull Sri Lanka | the Easter Sunday attacks, COVID-19 and the 2022 economic crisis17 March 2022
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Feature / Long readPettah Effect: The Company Dilanjan Seneviratne Built for Sri Lankan Talent17 March 2022From the archive / LiveDilanjan Seneviratne Takes Sri Lankan Music to the Ziro Festival of Music25 September 2026News / PeopleDilanjan Seneviratne Turns a Banker's Training Into a Company Built to Export Culture25 September 2026From the archive / CreditsTwo Premieres, One Lyricist: Dilanjan Seneviratne Writes Punchi Ruchiranani and Hithuwakkaraya18 September 2026News / CreditsDilanjan Seneviratne's Lyrics Run From Aaye to Hithuwakkaraya18 September 2026From the archive / LiveDilanjan Seneviratne Produces Aadarei, Yohani's Concert With a Live Orchestra7 August 2026From the archive / LiveDilanjan Seneviratne Carries KanKalu Through a Cyclone and a Fuel Crisis to Colombo Lotus Tower27 March 2026From the archive / SpeakingDilanjan Seneviratne Leads Radiating Your Professional Brand at She Radiates 202612 March 2026From the archive / VenturesDilanjan Seneviratne Co-Founds Licenced as It Launches Its First Collection With NOLIMIT17 May 2025From the archive / DealsDilanjan Seneviratne Structures Yohani's Publishing Deal With PopIndia17 April 2025From the archive / LiveDilanjan Seneviratne Launches Outright Stage, His First Production Under Outright Play18 January 2025From the archive / SpeakingDilanjan Seneviratne and Asanka de Mel Share Global Reach, Local Roots at Sri Lanka Design Festival 20249 November 2024From the archive / MilestonesKella, Creatively Produced by Dilanjan Seneviratne, Is Submitted for Grammy Consideration15 October 2024From the archive / SpeakingDilanjan Seneviratne Takes Turning Artists Into Icons to the DMASL Digital Summit 20243 July 2024From the archive / CreditsDilanjan Seneviratne Co-Writes the Sinhala Lyrics for the T20 World Cup Anthem7 June 2024From the archive / CreditsDilanjan Seneviratne Co-Writes Diamonds, Yohani's EDM Single With Edward Maya22 March 2024From the archive / ReleasesDilanjan Seneviratne Creatively Produces Kella, Yohani's Debut Album8 December 2023From the archive / CreditsDilanjan Seneviratne Writes and Directs Moments Made Magical for Royal Cashew18 April 2023News / CreditsDilanjan Seneviratne Directs the Pictures Behind a Decade of Yohani18 April 2023From the archive / ResearchDilanjan Seneviratne Co-Authors a Teaching Case on Yohani's Rise2 February 2023From the archive / DealsFive Days in Mumbai: How Dilanjan Seneviratne Opened the Door to T-Series17 March 2022From the archive / CreditsDilanjan Seneviratne Writes and Directs Moving On for Red Bull Records11 November 2021From the archive / DealsDilanjan Seneviratne Brings Yohani and Karisma Kapoor Together for Sukkhi7 October 2021From the archive / CreditsDilanjan Seneviratne Writes Yohani's First Original Songs27 August to 21 December 2020From the archive / DirectingDilanjan Seneviratne Shoots the Raban Mashup on an iPhone in LockdownApril 2020From the archive / PartnershipsDilanjan Seneviratne Brings Red Bull Into Sri Lankan Artist Development5 December 2019From the archive / LiveDilanjan Seneviratne Postpones Rendezvous After the Easter Sunday Attacks, Then Fills Hatch22 June 2019From the archive / VenturesDilanjan Seneviratne Launches Pettah Effect on His Birthday9 May 2018From the archive / DirectingDilanjan Seneviratne Proposes and Shoots Yohani's First Cover1 March 2016
On music, money and making things last.
Featured essay · Dilanjan SeneviratneWho gets paid when a song is played?A song can travel further than its writer ever will. Whether the money follows depends on a system most listeners never see.Read the essay →How he worksThree values, written down at Outright Play. They describe how Dilanjan Seneviratne has worked over the years.
01 / TruthDo not lie.
You cannot command a reality you refuse to see.
Tell the truth when you succeed. Tell it faster when you fail. Concealing a mistake is to multiply it; admitting it gives us the power to correct it.
Truth gives us the power to decide.02 / ResultsNo excuses.
The world does not stop because yours has fallen apart.
Do not come bearing the story of why you could not. Come bearing what you did.
The show must go on.03 / LoyaltyProtect your own.
If the world demands you abandon your own to remain its hero, become its villain.
Choose your people carefully. Loyalty given to everyone is loyalty given to no one.
The world can keep its heroes. We keep our people.In preparation
Is a viral hit a career?What happens in the years before and after a song reaches millions.
What good brand partnerships actually buyThe difference between renting attention and earning a role.
Why a concert begins months before showtimeThe show starts the day the first sponsor says yes.
How creative projects become long-term venturesFrom a single production to a company that can repeat it.