Robbie Williams has said his new venture as the co-owner of LMA, The University Centre for Music, Performing Arts and Creative Media, in Liverpool has been a natural progression from his role on The X Factor.
The singer, who last year championed the centre's LMA Choir on the ITV series during his time as a judge, spoke of the close relationships he formed on the singing series as he announced the project.
During the announcement, made at a press conference in London hosted by Scott Mills, it was also revealed that LMA will launch a new London campus, to be situated in the Olympic Village, in 2020.
In his new role, the former Take That star will drive forward UK and international expansions for LMA, starting with the London launch next year.
The LMA offers degree courses in musical theatre, acting, music performance, games and animation, and film and TV production, all validated by Staffordshire University.
Williams joins LMA founders Richard and Simon Wallace in his new position.
Williams will perform at British Summer Time in July at London's Hyde Park, and confirmed that the LMA Choir will join him on stage.