IIFA hosted the third edition of IIFA Connex in Mumbai on August 19, 2026, under the theme “The New Rules of Music: Artists, Algorithms & Audiences.” The discussion examined how digital platforms, audience behaviour, technology and artists are changing the way music is created, discovered and consumed.
The event brought together Mika Singh, Nora Fatehi, Raja Kumari, Ramprasad Sundar and Tarsame Mittal for a conversation on the changing music business. IIFA’s official Connex platform identifies Edition 3 as a discussion around artistry, ownership, technology, virality and the global rise of Indian music.
At a Glance
- Location: Mumbai, India
- Organiser: International Indian Film Academy (IIFA)
- Date: August 19, 2026
- Theme: The New Rules of Music: Artists, Algorithms & Audiences
- Featured voices: Mika Singh, Nora Fatehi, Raja Kumari, Ramprasad Sundar and Tarsame Mittal
- Official partners: Urban Village Music, Vernost, House of NV and Mercii Mumbai
- Current status: Edition 3 has concluded; IIFA Connex has listed Edition 4 as the next conversation
What was discussed at IIFA Connex Edition 3?
IIFA Connex Edition 3 examined how artists, audiences, technology and algorithms are changing the music industry. The Mumbai gathering looked at questions around what makes a song successful, whether artists still need traditional industry structures, and how Indian music can reach international listeners.
IIFA describes Connex as a platform created for collaboration, conversation and innovation, connecting industry leaders, creators, brands, investors and emerging talent across the global Indian media and entertainment ecosystem.
For the third edition, music became the central focus.
The discussion moved beyond streaming numbers to consider the wider factors behind an artist’s career, including ownership, audience relationships, technology, virality and longevity.
Who participated in the IIFA Connex music discussion?
The featured participants were Mika Singh, Nora Fatehi, Raja Kumari, Ramprasad Sundar and Tarsame Mittal. IIFA lists Nora Fatehi as an actor and singer, Raja Kumari as a singer and songwriter, Ramprasad Sundar as a music composer, Mika Singh as a singer and composer, and Tarsame Mittal as an Indian music entrepreneur.
Tarsame Mittal moderated the conversation while also participating in the panel.
The group brought different perspectives from performance, songwriting, digital music and the wider entertainment business.
That mix allowed the discussion to examine the industry from both the creator and business sides.
How are algorithms changing music discovery?
Algorithms have become an important part of how listeners discover music, giving digital platforms a greater role in determining which songs reach new audiences.
The rise of streaming, short-form video and social platforms means a song can find listeners outside traditional music channels. At the same time, artists increasingly have direct ways to communicate with fans and build communities around their work.
Ramprasad Sundar, Head of Music Partnerships, Artist & Label Relations – India at YouTube, highlighted the growing opportunities for established and emerging musicians to use video and music to build audiences.
His comments, as provided by IIFA, also pointed to the growing international attention around regional and independent Indian artists.
The discussion therefore focused on a new balance of influence. Labels and traditional music companies remain relevant, but platforms, creators and audiences now have a much more visible role in music discovery.
Do artists still need record labels and traditional industry support?
IIFA Connex Edition 3 explored how the role of labels, managers and other industry partners is changing as artists gain more control over music creation, distribution and promotion.
Digital tools have made it easier for musicians to release work and communicate directly with listeners. However, greater access does not remove the need for strategy, marketing, distribution, partnerships and long-term career planning.
The discussion considered whether artists are becoming more independent or whether the music industry’s traditional players are simply taking on different roles.
It also raised a broader distinction between short-term visibility and a sustainable music career.
A viral track can create immediate attention, while ownership, audience loyalty and continued creative output can determine what happens afterwards.
How is Indian music reaching global audiences?
The panel also examined how Indian artists can reach international audiences while retaining their individual and cultural identity.
Raja Kumari discussed the opportunity for Indian music to influence the global soundscape while balancing innovation with authenticity.
Nora Fatehi also spoke about music crossing borders, languages and cultures, reflecting her own international journey as an artist.
IIFA’s official description of Edition 3 specifically identifies the rise of Indian music on the global stage as one of the themes explored during the conversation.
The event also demonstrated that the discussion was not limited to industry theory. According to IIFA’s official follow-up, the evening included live performances, with Mika Singh and Raja Kumari performing together, while the programme also featured a special tribute to veteran actor-filmmaker Sanjay Khan.
What are the biggest changes shaping music today?
The discussion reflects a music industry where success is no longer determined by one traditional route. Artists, platforms, audiences, labels and technology now interact in shaping how music is discovered and sustained.
The central questions raised at IIFA Connex included whether reach or ownership matters more, whether an algorithm or artistic instinct drives discovery, and whether a viral song has greater value than music that remains popular for decades.
Mika Singh also emphasised the lasting importance of the emotional connection between music and listeners. While technology can change how audiences find songs, the creative connection remains central to music’s appeal.
IIFA’s official Connex page currently lists Edition 3, “The New Rules of Music,” as the latest completed edition, while Edition 4 is marked as coming soon.
For the music industry, the conversation highlights how digital platforms have expanded the number of ways artists can reach audiences and build careers.
For Indian artists, the growing global reach of regional and independent music creates opportunities to find listeners outside traditional markets.
The discussion is also relevant to UAE audiences because IIFA continues to maintain a strong connection with the region. IIFA has confirmed that its 2027 Weekend & Awards will return to Yas Island, Abu Dhabi, on January 22 and 23, 2027.
That upcoming UAE event will bring the wider Indian entertainment ecosystem closer to audiences in the region, while IIFA Connex continues to focus on conversations shaping entertainment and creative industries.
For more, visit: https://www.iifa.com
FAQs
What is IIFA Connex Edition 3?
IIFA Connex Edition 3 was a Mumbai-based industry discussion focused on the changing music business, including the influence of artists, audiences, algorithms, technology and global music platforms.
When and where was IIFA Connex Edition 3 held?
The third edition was held in Mumbai on August 19, 2026.
Who were the speakers at IIFA Connex Edition 3?
The featured voices were Mika Singh, Nora Fatehi, Raja Kumari, Ramprasad Sundar and Tarsame Mittal. Tarsame Mittal moderated the discussion.
What was the theme of IIFA Connex Edition 3?
The theme was “The New Rules of Music: Artists, Algorithms & Audiences.” The discussion covered artistry, ownership, technology, virality and the global rise of Indian music.
What happened at IIFA Connex Edition 3 besides the panel discussion?
IIFA’s official account of the event says the evening also featured live musical performances, including a performance by Mika Singh and Raja Kumari, as well as a tribute by Mika Singh to Sanjay Khan.
IIFA Connex Edition 3 showed how quickly the music industry is changing. Artists now have more direct ways to reach audiences, while algorithms and digital platforms increasingly influence music discovery. At the same time, the discussion highlighted that technology does not replace the creative identity and audience connection that keep music relevant.
With IIFA Connex continuing its programme and IIFA preparing for its next major UAE edition in Abu Dhabi, the conversation around the future of Indian entertainment is set to continue across markets.
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