TIL Desk Mumbai/ IIFA Connex Edition 3 brought together some of the biggest names from the music and entertainment industry for a compelling conversation on the rapidly changing world of music. Themed “The New Rules of Music – Artists, Algorithms & Audiences: Who Really Decides What Becomes a Hit Today?”, the session explored the growing influence of technology, artificial intelligence, algorithms, digital audiences and the evolving role of artists.
A key highlight of the event was IIFA Co-Founder Andre Timmins, who shared the vision behind IIFA Connex and its future direction. He said there had long been a need for a space where people from across the entertainment industry could move beyond red carpets, formalities and commercial agendas to engage in meaningful conversations in a relaxed and inspiring environment.
According to Timmins, IIFA Connex is envisioned not merely as another industry event, but as a creative platform where entertainment, music, fashion, media, business, culture and innovation can intersect. He emphasised that the initiative aims to bring together established voices and emerging talent, encouraging collaboration, networking and the exchange of fresh ideas.
Timmins further highlighted that IIFA has always believed in building bridges through cinema and culture, and IIFA Connex is an extension of that philosophy in a more contemporary and intimate format. His long-term vision is to develop Connex into a recurring hub for creative thinking, collaboration and cultural exchange across industries.
The session was moderated by Tarsame Mittal, while Ramprasad Sundar, Head of Music Partnerships, Artist & Label Relations – India, YouTube, spoke about the growing global influence of Indian, regional and independent artists in the digital era.
Mika Singh noted that while technology may change how music reaches audiences, the emotion behind a song and the artist's voice will always remain at its heart. Nora Fatehi spoke about music transcending borders, languages and cultures, while Raja Kumari highlighted the importance of balancing innovation and authenticity in an era increasingly influenced by algorithms, data and virality.
IIFA Connex Edition 3 ultimately underlined how the modern music ecosystem is being shaped by the evolving relationship between artists, audiences and technology, redefining how songs are discovered, consumed and transformed into hits.
