The Voice UK coach Will.i.am has discussed his mentoring style, claiming that he will be 'a friend' to the artists on his team.
The new BBC One talent show sees each of the four panellists - Will, Jessie J, Tom Jones and Danny O'Donoghue - pick ten acts each in the 'blind' auditions, before they personally develop each one for the following stages.
Speaking ahead of its launch, the Grammy award-winning Black Eyed Peas frontman said: "Throughout my career when I have coached people, it has always been all about being someone’s friend.
"I want to go about The Voice with the same perspective in the sense that a friend is better than being a mentor or coach. I really want to be able to give my team my perspective on the music business."
He added: "I really enjoy producing, composing and arranging and I am hoping to transfer my insight and experience onto the team I have picked."
The Voice UK begins on March 24th, going head-to-head with ITV rival Britain's Got Talent.