The Voice UK coaches have claimed that getting Number Ones means nothing for a successful career.
The BBC One series has struggled to make chart successes out of its winners but the panel don't thin that's a problem.
New judge Rita Ora claimed that some people were too "fixated" on getting on "numbers and having a Christmas No1."
"I respected The Voice's format and how I musically connected to it," she said.
The former x Factor guest judge went on: "I don't know how The X Factor works, I was only there for a day.
"I watched The Voice a lot and I love the freedom. We got to do what we wanted. I am only one record in (career-wise), but it takes a lot of brains to create a structure and a brand.
"You can be a movement now. That is what this tool is. It's a record deal but also exposure and branding."
Speaking to The Sun newspaper, fellow coach Will.i.am praised Rita for showing how you can be successful without a string of hits.
"I am so happy Rita is on this season, as she represents a whole new level of how you quantify success," the Black Eyed Peas frontman told the tabloid this weekend. "Does Rita have ten No1s right now? No, but Rita accomplished things that artists who have had 120 No1s haven't.
"People might have crazy amounts of No1s but they don't have the deals that Rita has."
He explained: "When I walk through the supermarket and see Rita on a magazine and see her products in there, I say this girl has got some crazy stuff and I think these artists, they need to see the new dynamic to quantify success."
Sir Tom Jones added: "The thing that makes this different to other talent shows is that this is all about the voice."
The Voice 2015 begins next Saturday night (January 10) on BBC One.
Browse pictures of the coaches below…
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