The Voice UK needs to find its own Simon Cowell, according to Will.i.am.
The Black Eyed Peas star has been the only coach on every series of The Voice UK so far and is expected to return to the show when it moves to ITV next year.
But Will reckons the series needs to have coaches that are linked to record labels in order to create stars.
So far no winner of The Voice UK has achieved much in the way of success with a string of flop albums.
And Will thinks the reason The X Factor does much better is that Simon has a vested interest in having winners do well because they're on his label.
Will told the Daily Star newspaper: “Here’s a person that ran a record label that is attached to TV shows.
“The problem with The Voice is the people that are on those chairs are not plugged into the label. We’re trying to get citrus out of apples.”
Will's latest comments echo ones he made last year, claiming that The Voice coaches should be made up of record label bosses and music producers.
"I think the problem with The Voice is the Simon Cowell factor," he said in 2015. "Simon has the show and the record label so he can invest money in the artist because it's all the same money - Simon's money."
Will suggested: "What should really happen is The Voice should be me, Pharrell Williams, Madonna, Ester Dean and Doctor Luke [songwriters and producers].
"That would be a sick show because Madonna has a label, Pharrell has a label, I have a label. We'd be fighting over who to sign - that should be the show."
The Voice UK will air on ITV from January. As yet no coaches have been confirmed for the series.