'The Voice' returns this weekend for what will be its final series under the BBC roof, before moving to ITV next year. Despite healthy ratings last year, 'The Voice' continues to face one big challenge – of how best to champion its winner within the BBC’s strict promotional guidelines.
Will.i.am, who’s been sitting in one of the red chairs since the series began its UK run, is the first to admit the BBC has a problem once a winner is crowned.
“The theory of ‘The Voice’ on BBC means that, failproof, you win ‘The Voice’ and then the next three months your voice is plastered all over BBC radio. You would think that would happen, but it can’t happen that way.”
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The four coaches this year are Ricky Wilson, Paloma Faith, Boy George and Will.i.am
One of the show’s new coaches, Boy George, is quick to defend the show, however, pointing out ‘The Voice’ does have a place in the music industry, which he describes at the moment as being “like a headless chicken”.
“What’s a star? What’s a hit? What’s a chart?” he asks. “There are so many records out there, I go on YouTube and there are records I’ve never heard of that have 16 million hits.
“We live in a different age, where that old relationship that people have with artists and music, it just doesn’t exist any more.
“What ‘The Voice’ does is gives you an opportunity to be on telly with millions of people watching you. I think it’s what you do with that opportunity…
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Boy George and Culture Club bandmates sold 50 million records, but George says he couldn't get signed for love nor money (and no, we're not sure what bassist Mikey Craig, left, is wearing either)
“When I started my band, every other person in makeup got a record deal, but I could not get signed.
“But one happy accident after another, and I had a career. There are no rules about any of these things any more, you’ve got to fight for it.”
And Will, who has sold an estimated 76 million records with his record-breaking band The Black Eyed Peas, puts on his entrepreneurial head as he describes the need for any artist these days to enjoy success on three separate platforms if they’re to make any money.
“You need social, you need those eyeballs, but having hundreds of millions of views on the internet, and a couple of million friends on social platforms, does not equal ‘I sold out O2 Arena’.
“So the combination of having my songs played on the radio, I got hundreds of views all over the internet, and my social numbers are going up, means my billing for me to play is a very healthy amount of money and I could sell out an arena or two. So you need all those platforms to be working healthily to have a career.”
Finally, Paloma Faith chips in with her unmistakable take on the whole thing.
“It’s really up to the artists to be resilient and hardworking to make the most of that opportunity. You don’t get the big break, it’s a complete myth.”
'The Voice' returns this Saturday evening on BBC One.
'The Voice' UK: Where Are They Now?
Jermain Jackman(01 of12)
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It wasn't until the third series of The X Factor that it found its first international star in winner Leona Lewis. With Jermain Jackman's much-anticipated debut album due for release in March, time will tell if he can be The Voice's first ever break-out star... (credit:Dave J Hogan via Getty Images)
Leanne Mitchell(02 of12)
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Sadly, the show's first ever winner found herself dropped last year, after releasing just one album. Leanne has since blamed the fact her label waited too long after her victory on 'The Voice' in releasing the album for its lack of commercial success, claiming she's happy she didn't "cop out" and release a covers album. (credit:Mike Marsland via Getty Images)
Tyler James(03 of12)
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Tyler "I Was Best Friends With Amy Winehouse" James (she's mentioned six times on his Wikipedia page alone) was a fan-favourite during the first series of 'The Voice', famously performing a duet with will.i.am dangling from the ceiling.Sadly this didn't translate to a fruitful music career and his last offering in 2012 stalled at number 47 in the UK album chart. (credit:REX/Brian Rasic)
Bo Bruce(04 of12)
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Despite having the most commercial success of any of the former 'Voice' stars, Bo hasn't exactly had an easy time since leaving the competition, quitting her record label after two singles due to a "lack of support" and eventually checking into rehab for exhaustion.She's since branded former coach Danny O'Donaghue a "wanker" after admitting that they shared a snog while she was still being mentored by him on the show.Bo collaborated with top DJ Chicane on a dance track last year. (credit:Rex/Jason Sheldon)
Vince Kidd(05 of12)
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Had the people who voted on 'The X Factor' also voted on 'The Voice', Vince would probably have won, and could potentially be one of the biggest faces on the music scene, even three years later.Sadly, this was not the case, and Leanne took the crown while Vince came in fourth place (potentially down to the fact he performed one of Jessie J's lesser-known songs as his 'coaches duet').That said, Vince is still making music, and last year co-wrote and provided vocals for the Alpines' track 'Zero'. (credit:Rex)
Twinnie Lee Moore(06 of12)
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Already a successful musical theatre actress when she auditioned for 'The Voice' in 2012, Twinnie Lee has since focused on her acting career, and made a storm in 'Hollyoaks' when she arrived on the scene as Porsche McQueen in November last year.She also, judging from this photo, loves a good hat. (credit:Rex/Tom Horton)
Jamie Johnson(07 of12)
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After performing with legends like Kylie Minogue and Justin Timberlake in the space of a year thanks to his appearance on 'The Voice', Jamie has now said he's determined to make a splash in America, insisting: "I just don’t want half the cake, I want the whole cake." (credit:Rex/Beretta/Sims)
Leah McFall(08 of12)
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One of the most unanimously-praised 'Voice' contestants ever, kooky and talented Leah is due to release her debut album 'Weird To Wonderful' later this year.She's been in the studio with former mentor, will.i.am, collaborating with him on the track, 'Home'. (credit:Neil Lupin via Getty Images)
Andrea Begley(09 of12)
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Andrea famously caused will.i.am to storm off set when she was announced as winner in 2013, over his act, Leah McFall.Since taking her place on the 'Voice' throne, Andrea has hit the UK top ten with an album of covers, 'The Message'.Last year, she also completed her Masters degree in Law and Governance... which would appear to suggest we won't be hearing a follow-up album for the time being. (credit:Harlem Mepham via Getty Images)
Max Milner(10 of12)
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Don't let that haphazard peace sign deceive you - Max is actually on of the former contestants to still be making music, performing alongside Kaiser Chiefs at the launch of Jaguar's new model last year.He also recently unveiled his latest release, 'Man Overboard'. (credit:Rex/Ray Tang)
Sally Barker(11 of12)
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Sally may not have been the winner of 'The Voice' last year, but she still managed to thrash eventual-champion Jermain Jackman in terms of single sales, charting 15 places higher than him the week after the show ended.Following her success on the show, Sally completed a UK tour at the tail-end of 2014. (credit:Alex Huckle via Getty Images)