Sir Tom Jones' advisor on The Voice UK Cerys Matthews has said that the show is not completely about the vocals.
Speaking ahead of the weekend's battle rounds, the former singer and I'm A Celebrity star admitted that image "has" to come into the equation.
While the coaches picked their acts without looking at them, from now on all the decisions that the coaches will make will be based on looks and personality as well.
“I don’t think you can completely say it is not about image," Cerys told The Sun today. “That is untrue. Of course it is primarily about the talent but then image has to come into it.
“It does matter. You have to connect with people and to put a show on. It’s about everything."
She added: "The most important thing is someone who is unique, with raw talent, who can tell a story. You want to be able to touch people and look the best you can.”
Cerys will be seen helping our Sir Tom whittle down his 10 artists to just five ahead of the live shows next week.
"I have complete faith in his opinion," Cerys told the newspaper this morning. “He is an absolute gentleman, incredibly charming and fun. He is so talented, such a natural singer.
“We both have similar tastes and I was chuffed that he asked me to help. Tom trusts my opinion. He knows I know my music.”
[cat]The Voice UK[/cat] battle rounds kick off at 7PM on BBC One on Saturday.