Mumbai: For over 25 years, the International Indian Film Academy (IIFA) Weekend & Awards has celebrated the extraordinary power of Indian cinema while building meaningful cultural bridges across continents. Expanding this vision beyond the awards stage, IIFA Connex has emerged as IIFA’s premier networking and thought-leadership platform, bringing together influential voices from entertainment, music, film, streaming, media, technology, fashion, publishing, business, arts and culture to spark meaningful dialogue, inspire collaboration and shape the future of the global creative economy.

Continuing this vision, IIFA successfully hosted the third edition of IIFA Connex, themed ‘The New Rules of Music: How Artists, Audiences and Technology Are Rewriting the Industry.’ Set against an intimate lounge-style setting in Mumbai, the evening brought together an eclectic mix of industry leaders and creative trailblazers including Ramprasad Sundar, Mika Singh, Nora Fatehi, Raja Kumari and Tarsame Mittal for an engaging and thought-provoking conversation exploring the rapidly evolving landscape of music. 

Far more than a panel discussion, IIFA Connex Edition 3 examined the defining shifts reshaping the music industry today, from the way talent is discovered and audiences are built, to the changing role of record labels, the growing influence of algorithms, the globalization of Indian music, and the opportunities and challenges facing the next generation of artists.

Opening the conversation, Moderator and Panellist Tarsame Mittal set the tone for the evening, reflecting on the dramatic transformation of the music business noting that while music has always evolved, the pace of change today is unprecedented. As the industry has shifted from albums and record sales to streams, algorithms and instantly connected global audiences, artists now have more opportunities than ever to reach listeners directly. 

At the same time, platforms, labels, technology and audiences themselves have emerged as powerful forces shaping success. Setting the stage for the evening’s discussion, the conversation explored who truly holds the power in today’s music ecosystem, what defines a hit in the modern era, and whether any traditional rules of the music business still apply.

IIFA Connex Edition 3 Decoded The New Rules of Music- Artists, Algorithms & Audiences:

Who Really Decides What Becomes a Hit Today?

The evening explored some of the most pressing questions facing the industry today:

Who Makes Music a Hit?

Can hits still be manufactured, or has power shifted entirely to audiences? In an era where music is discovered through social media, streaming platforms and creator communities, the panel debated who truly decides success today, the artist, the label, the manager, the platform or the audience.

The discussion also posed a compelling question: What defines a bigger hit today—a billion views or a song people are still singing twenty years later?

From Record Labels to Algorithms
The panel explored whether technology has genuinely democratized music or whether algorithms have simply become the industry's new gatekeepers, influencing what audiences discover, consume and celebrate.

Does an Artist Still Need the Industry?
With artists now able to create, distribute and market music directly to global audiences, the conversation examined the evolving relevance of traditional industry structures and the new value proposition of labels, managers and partners.

When Indian Music Goes Global
As Indian artists increasingly collaborate across borders and genres, the discussion focused on what it takes for Indian music to travel internationally and whether global success requires adapting to international tastes or staying rooted in authentic artistic identity.

The New Rules of Music
The conversation challenged conventional thinking through a series of defining industry debates: 100 million views or 10 sold-out arenas? Ownership or reach? Label or independent? Algorithm or instinct? Viral hit or timeless classic? Global success or a 20-year career?

The speakers also shared their perspectives on one timeless question: What is the one rule of music that will never change?

IIFA CONNEX, Edition 3, Moderator & Panelist, Tarsame Mittal commented, “It was a pleasure to be part of IIFA Connex Edition 3 and contribute to a conversation that is so relevant to where the music industry stands today. IIFA Connex has created a unique platform that brings together artists, industry leaders and innovators to exchange ideas, challenge perspectives and explore what lies ahead. As music continues to evolve, these conversations are essential in helping shape the future of the industry.”

Ramprasad Sundar, Head of Music Partnerships, Artist & Label Relations - India, YouTube, commented, "Music today is more dynamic, democratic, and global than ever before. At YouTube, we’ve seen how emerging artists, and established musicians alike are building thriving communities and shaping culture through the power of video and music. In a landscape where regional and independent Indian artists are commanding global attention, YouTube provides the runway for musicians to turn immediate scale into lifelong, sustainable careers. From multi-format visual storytelling to cutting-edge creative tech, our focus is on building an ecosystem where authenticity thrives.

As the industry continues to evolve, it is important to explore how artists, audiences, and technology are influencing one another, creating new pathways for discovery, engagement, and success. The future of music will be defined by those who embrace innovation while staying authentic to their creative voice. I’m excited to join IIFA Connex to discuss how technology and fearless creative expression are propelling India’s unique sonic identity onto the global stage."

Global Star Nora Fatehi commented, “It was truly exciting to be part of IIFA Connex Edition 3 and contribute to a conversation that is so relevant to where the music industry stands today. IIFA has always celebrated talent, creativity and cultural exchange on a global stage and IIFA Connex creates a valuable space for conversations that shape the future of our industry. The New Rules of Music is a theme that resonates deeply with me because artists today have more opportunities than ever before to connect directly with audiences, embrace new technologies and create without boundaries. That has always been an important part of my own journey as an artist, exploring different spaces, cultures and forms of expression. What excites me most is seeing music transcend borders, languages and cultures, something I’ve experienced first-hand through my own journey as an artist, creating opportunities for artists to reach global audiences like never before. Conversations like these are important because they help us understand where the industry is headed and how we can continue empowering the next generation of talent.”

The King of Entertainment Mika Singh shared, “IIFA has been a very special part of my journey over the years. There is something incredibly powerful about being part of a platform that celebrates Indian entertainment not just in India, but across the world. IIFA Connex takes that spirit a step further by creating a space for artists and the industry to come together, exchange ideas and talk honestly about where we are headed. The New Rules of Music is such a relevant conversation because everything around us is changing, how music is made, how it reaches people, how artists build their audiences and even how a song can travel across borders overnight. But for me, music will always be about connecting with people. Technology can change the way we reach an audience, but the emotion behind a song, the artist’s voice and the story we want to tell will always be at the heart of it. I’m happy to be part of a conversation that celebrates that evolution while reminding us why we fell in love with music in the first place.”

Global Hip-Hop Trailblazer Raja Kumari added, “It’s always a pleasure to be part of the IIFA family. IIFA has consistently celebrated Indian talent on a truly global stage, and IIFA Connex is an exciting extension of that vision, creating conversations that look beyond where the industry is today and ask where it is going next. ‘The New Rules of Music’ was an incredibly relevant conversation because artists today are navigating a world where the traditional rules are constantly being rewritten. We have more freedom to create, collaborate and connect with audiences across borders, but we are also living in an environment where algorithms, data and virality can influence what gets heard. For me, the most exciting part is finding the balance between innovation and authenticity, staying rooted in who you are while being fearless enough to experiment and evolve. Indian music has an extraordinary opportunity to shape the global soundscape, and I’m proud to be part of conversations like IIFA Connex that bring artists and industry voices together to imagine what that future can look like.”

Speaking on the occasion, Andre Timmins, Co-Founder of IIFA, expressed the vision behind the initiative, saying, “For many years, I have felt there was a need for a space within our industry that goes beyond red carpets, formalities and commercial agendas, a space where people can genuinely come together to connect, exchange ideas, discover new perspectives and simply enjoy meaningful conversation in a relaxed and inspiring environment. With IIFA Connex, that vision begins to take shape. It is designed as a contemporary meeting ground for the creative community, where entertainment, fashion, media, business, music, culture and innovation naturally intersect. A place where established voices and emerging talent alike can engage openly, collaborate organically and build relationships that may inspire the future.

The idea is not to create another industry event, but rather to curate an atmosphere and community people genuinely want to be part of, one that encourages thought, creativity, networking and cultural exchange without pressure or pretence. Somewhere conversations can flow as naturally as the environment itself. IIFA has always believed in building bridges through cinema and culture, and IIFA Connex is an extension of that philosophy in a more intimate, progressive and contemporary format. We want it to evolve into a recurring hub for creative thinking, collaboration and connection across industries, while still feeling warm, enjoyable, relaxed and socially engaging for everyone who walks into the room.”

Commenting on the partnership, Jyoti Chaudhary, Founder, Urban Village Music, said “Music has always been India's most powerful cultural export and at Urban Village Music, we believe its next chapter is just beginning. Partnering with IIFA Connex is a natural fit: a global platform meeting a label built to take Indian music beyond boundaries. Through UVM, we are backing a new generation of artists across every language and genre, creating music that needs no introduction. IIFA Connex shares that ambition, dynamic, aspirational and forward-looking and we are proud to be part of the conversations shaping the future of music, cinema and culture.”

Pankaj Tripathi, Founder & CEO, Vernost commented saying, Vernost is proud to partner with IIFA Connex, celebrating the convergence of creativity, culture, music and technology. At Vernost, we believe technology has the power to deepen connections and transform the way consumers engage with brands, content and experiences. IIFA Connex creates a unique platform for ideas, industries and people to come together, and we are excited to contribute to conversations and inspire collaborations that will help elevate the future of India’s rapidly growing creative economy.

House of NV elevated the event, bringing a touch of refined sophistication to the evening. By fostering an environment for meaningful connection, House of NV set the stage for the industry's most influential leaders to converge and celebrated the creative forces currently shaping the future of global entertainment. Varun Jain, Founder & CEO Smoke Lab, NV Group, said, “At House of NV, we have always believed that the best experiences are created through culture, connection and celebration. Partnering with IIFA Connex felt like a natural fit, bringing together influential voices from entertainment, fashion and business on a global platform. Through House of NV and our brands, Smoke Lab Vodka and Mohulo Gin, we aim to create experiences that reflect modern luxury and contemporary Indian excellence. Smoke Lab Vodka, crafted from the finest basmati rice, represents a bold new generation of Indian spirits, while Mohulo, India’s first art-forward sipping gin, celebrates creativity and individuality through a refined drinking experience. Together, these brands perfectly complement the spirit of IIFA Connex, dynamic, aspirational and forward-looking. We are excited to bring this collaboration to life at ‘From Styled to Screen’ and be part of conversations shaping the future of culture, cinema and style.”

Set against the backdrop of Mercii Mumbai, the evening brought together leading personalities from the worlds of entertainment, fashion, media and culture for an immersive exchange of ideas and perspectives, Gaurav H Parikh, Co-Founder, Mercii Mumbai, expressed, “Being associated with the IIFA Connex is a great opportunity because it creates a space where talent, creativity and business come together seamlessly. It’s a platform that encourages meaningful collaborations, connects people across industries and opens doors for fresh ideas and partnerships. In today’s evolving entertainment and hospitality landscape, platforms like IIFA Connex play an important role in shaping future opportunities and bringing together influential minds from across the country. At Mercii Mumbai, our vision has always been to create an experience that goes beyond dining. From European, Asian, Italian and Peruvian influences on the menu to the overall energy of the space, we wanted Mercii to become a place where people come together for great food, music, conversations and memorable evenings.” 

The evening further reinforced the central philosophy of IIFA Connex that the future of entertainment is shaped not only on stages and screens, but through conversations that challenge convention, connect diverse perspectives and create space for new ideas.

As music continues to transcend borders, genres and traditional industry structures, IIFA Connex Edition 3: The New Rules of Music brought together artists, creators and industry leaders to reflect on an industry in transition while celebrating the enduring power of creativity.

With its third edition, IIFA Connex continues to build a distinctive platform for dialogue, collaboration and innovation, connecting the Indian entertainment ecosystem with a rapidly evolving global creative landscape.