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You’ll see a lot of YouTube videos when searching for artists (or, indeed, most topics) on Google. What you won’t see are TikTok and Instagram videos. This may be changing soon, according to The Information.

“Google executives have been quietly negotiating with their counterparts at the video apps’ parent companies, ByteDance for TikTok and Facebook for Instagram, to get the data it needs to index and rank videos,” it reported. “The talks show how Google is trying to keep its search engine relevant with more users as it faces new competition and regulatory threats.”

The latter aspect should not be underestimated: the more popular other video platforms are, the worse it looks for Google if they’re not indexed alongside YouTube in its results – unless it can show that it tried to, and was rebuffed.

But if the talks go well, there could be (positive, we think) implications for artists whose own posts – or viral posts including their music – can be surfaced in Google’s search results.

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