Rita Ora has revealed that she turned down a place on The X Factor's judging panel in order to join The Voice UK.
The How We Do star explained that she chose to become a coach on the BBC One show because it is "respected by other artists".
She told The Sun: "The respect levels for this show are really high. It is well received and respected by other artists. That is why I joined, because I really respected the format and how it musically connected to the contestants.
"I don't know how X Factor works, I was only there as a guest judge for a day. But I watched The Voice a lot, I respected how it came across on TV and I love the freedom we get as coaches to do what we want."
She added: "I am really proud I was chosen to be on this show because I am lucky to be so successful.
"You now have the ability in 2015 to not only be a musician but also a movement and a brand.
"That's what the winner's record deal is. It is exposure, branding, being smart with your next move and working out where you want to be in 10 years' time.
"That's what I am here to do and bring to the show."
The Voice UK returns to BBC One on Saturday January 10.