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The most important thing I look into an artist is emotion, after all music is art and art is expressing your emotions. They don't have only to know what they sing, they have to feel it, to amaze the audience with what s/he's singin'.
I usually don't care that much for the voice, like untitledforayu said, you can have an "imperfect" voice and still deliver a wonderful message trough the song (Ayu and Miho Hatori are the first examples that come to my mind).
Also, to stay in pitch, the clarity and the range are pluses.
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