NBC announced yesterday that Chris Martin, Coldplay’s frontman and husband of Gwyneth Paltrow will be joining The Voice as an advisor to the competitors and the judges. I don’t watch The Voice, not even one episode. I’m told however that it’s the best of all the talent searches. Fine. But it’s still a reality show, right? Does it seem off-brand. Or is this exactly on-brand?

I remember reading a quote from Gwyneth Paltrow a few years ago about her getting pissy when Coldplay was once described as elevator music. Martin has always seemed to aspire more to Radiohead. Being on The Voice however is a lot closer to Maroon 5 than to Radiohead, don’t you think? But maybe it is kinda cute, to some, that the Paltrow-Martins are guest starring on their own his and hers tv shows. It’s so totally LA, which is where they live now. As you know, Gwyneth is returning to Glee. This time she’s singing Pharrell’s Happy.