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THE VOICE, Adam Levine, CeeLo Green, Christina Aguilera, Blake Shelton, Carson Daly

Mark Seliger/NBC

Blake Shelton has coached three of the four winners on NBC's The Voice—and it's starting to get under Adam Levine's skin. The country crooner appeared on Today on Wednesday, Sept. 25, where he opened up about his good-natured rivalry with the Maroon 5 frontman.

"I live to make him feel bad about himself," Shelton, 37, teased. Asked about their onscreen tension, the Southern star jokingly replied, "I would say where there's smoke, there's fire. We're very attracted to each other. I'm already married, so it's never going to work out."

Though Levine, Christina Aguilera and CeeLo Green are gunning for him, Shelton hopes to continue his winning streak. "Screw them, man! That's my competition," he said. "I don't care if they like it or not."

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In fact, one-time winner Levine has been going to great lengths to ensure his own team's victory. "I had a hard time getting people to come with me this year on my team, and Adam had some good points," said Shelton, who's been married to Miranda Lambert since 2011. "He threw out some stuff about the NBA and how nobody's ever won four of anything in a row—I can't remember what these stats were—but he actually got in some people's heads and stole some people."

Luckily, Shelton has a secret weapon in the form of Cher, who will be assisting him this season. "I'll tell you what, I love her," he raved. "Looking back on all the movies and things she's been in—she's just playing herself...She doesn't take herself that seriously, but she doesn't take any crap off of anybody either. You know what I mean? She actually reminds me of my wife a lot, I mean, as far as she's a very strong woman."

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