Mumbai: IIFA Connex Edition 3 brought together some of the biggest names in music and entertainment for a candid conversation on how the industry is being reshaped. Built around the theme “The New Rules of Music – Artists, Algorithms & Audiences: Who Really Decides What Becomes a Hit Today?”, the session dug into the growing role of technology, AI, algorithms, and digital audiences in shaping what makes a hit — and how artists are adapting to it all.
Timmins on the Idea Behind Connex
One of the highlights of the event was IIFA co-founder Andre Timmins, who spoke at length about what inspired IIFA Connex and where he sees it heading. He explained that the industry has long needed a space where people could step away from red carpets, formalities, and commercial pressures, and instead have real, honest conversations in a more relaxed setting.
For Timmins, Connex isn’t meant to be just another industry event — it’s designed as a creative meeting point where entertainment, music, fashion, media, business, culture, and innovation can all come together. The idea, he said, is to bring established names and emerging talent onto the same platform, encouraging collaboration and the free flow of ideas.
He also tied the initiative back to IIFA’s broader philosophy of using cinema and culture to build connections, calling Connex a more modern, intimate extension of that same spirit. Looking ahead, his hope is for Connex to grow into a recurring space for creative exchange across different industries, not a one-off event.
Industry Voices Weigh In
The session was moderated by Tarsame Mittal, with Ramprasad Sundar, YouTube’s Head of Music Partnerships, Artist & Label Relations – India, speaking about the rising global reach of Indian, regional, and independent artists in today’s digital landscape.
Singer Mika Singh offered his take on the changing music ecosystem, noting that no matter how technology evolves the way music reaches people, the emotional core of a song and an artist’s voice will always be what truly connects with listeners. Nora Fatehi spoke about music’s ability to cross borders, languages, and cultures with ease in this new era, while Raja Kumari touched on the challenge of staying authentic while still embracing innovation in a world increasingly driven by algorithms, data, and virality.
Taken together, the session painted a picture of an industry in flux — one where the relationship between artists, audiences, and technology is constantly being redefined, changing not just how music is discovered, but how it becomes a hit in the first place.
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