Will.i.am slams Simon Cowell for letting down X Factor stars

Will.i.am (The Voice UK)

Black Eyed Peas star Will.i.am has hit out at Simon Cowell for letting down the acts on The X Factor, including Cher Lloyd.

Will, who performed with Cher on the final in 2010, complained that Simon and his Syco label didn't let their acts reach their full potential.

"I love Cher Lloyd. She should have been the biggest star in the world. She should have had the coolest freaking music," Will.i.am told The Sun this morning.

Moaning about The X Factor, which Will previously said he's never watched despite performing on the live shows in three different years, he continued: "It's like they put them out, juice them, juice them, juice them, and give people something to watch on TV.

"Then, who is making sure she has the right material? That is wrong."

Of course, the comments come just hours before Simon's return on Britain's Got Talent goes head to head with the launch of The Voice UK, which Will is a coach on.

And he insisted he'd take a very different approach to his acts.

He explained: "I told every person on my team that I am going to try my hardest to see their career is jumpstarted or revitalised regardless of whether they win or not."

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