One of the regulars on the NBC singing competition “The Voice” has taken on a side gig that is sure to turn slimy — and in fact already has. Billboard reports that Blake Shelton will host Nickelodeon’s 2016 Kids’ Choice Awards.
“Shelton’s been making headlines for his budding romance with his ‘Voice’ co-star Gwen Stefani, but he also has a soft spot for handing out orange blimps and dodging the green stuff,” Billboard reports.
Nickelodeon’s hiring of Shelton could signal an effort to expand the audience for the awards show to include older viewers.
“Shelton’s cross-generational appeal could … translate to more parents and older viewers tuning in to the KCAs,” Billboard notes. “While last year’s master of ceremonies Nick Jonas delivered to the younger set, the live show weathered a significant ratings decline in both the 18-49 demo and total viewership from the prior year when Mark Wahlberg hosted.”
Here’s Shelton’s slow-motion sliming as part of the promotion for his Kids’ Choice Awards appearance: