Various embodiments for implementing a multimedia conference session utilizing a software defined networking (SDN) architecture are described. Various embodiments include a SDN media controller (SDNMC) that initially receives a request to establish a multimedia conferencing session between a plurality of endpoints. Based on the request, the SDNMC allocates at least one virtual media address for the multimedia conferencing session and creates a stream table based on the at least one virtual media address. After processing the request, the SDNMC transmits one or more SDN commands that includes the stream table to the SDN controller. The SDN controller receives the SDN commands at a northbound interface and sends one or more SDN instructions to one or more SDN devices at a southbound interface. The SDN devices update their routing information in order to relay media traffic corresponding to the virtual media address directly between the endpoints.