A new addition to the Videocon d2h IIFA Weekend itinerary is the IIFA Music Workshop. Initiated this year, it aims to showcase Indian music, which is a major and unique facet of Indian Cinema. The workshop is an open invitation to students from across Ontario, professionals and industry stalwarts to participate in a themed-based discussion – Music Bringing Cinema Alive. Established to bridge the gap between India and the host country by means of sharing and promoting the music of both countries, the workshop is the ideal platform for Indian and International musicians and other professionals to interact and share ideas with emerging talent, professionals and other interested parties. The workshop will be held on the last day of the Weekend, the 25th of June, 2011, the same morning as the Floriana IIFA Awards. The IIFA Celebrations in Canada are presented by Canadian Imperial Bank of Commerce (CIBC) and hosted by the Ontario Government.
The workshop will explore the factors that come together to influence music for Indian Cinema and will feature an interactive session led by Vishal Bhardwaj, Shankar-Ehsaan-Loy and Salim Merchant. The Workshop will open with a brief history of Hindi Film music- its origins, uniqueness and integral role in films. The trio (Shankar-Ehsaan-Loy) will then use inputs and recommendations from the audience to compose a song during the course of the day. They will also invite members of the audience up on stage to jam with them. This will be followed by industry stalwart and director, Vishal Bhardwaj speaking on how music is infused into films, based on plot and scripts and how the music composer looks into all components – background score, lyrics and music. Infiniti is the Canada Presenting Sponsor for the IIFA World Premier (Double Dhamaal) as well as the Official Automotive Partner IIFA 2011. The Bay is the Canada Presenting Sponsor for IIFA Rocks, while Cineplex is Official Cinema partner IIFA 2011. OMNI Television is the Official Canadian Broadcast Partner of the International Indian Film Academy (IIFA) 2011. It will broadcast unprecedented coverage of the three-day long weekend and awards celebration to Canadians when it makes its North American debut in Ontario this June.