Target's John Butcher with Emilio Estefan at the Billboard Latin Music Conference on Wednesday (Photo: Arnold Turner)

Target Corporation has partnered with entertainment mogul Emilio Estefan in a new alliance that will allow Estefan to curate a Latin-themed entertainment section.

The section, titled "Emilio Estefan's Picks," will be featured in the Entertainment department of select Target stores beginning June 6, and will feature movie, book and music selections that will rotate every six weeks.

"It will feature whatever is inspiring Emilio at the time and whatever he finds culturally relevant," said John Butcher, vice president of Entertainment at Target. Perhaps more importantly, added Butcher, the partnership is groundbreaking. "This marks the first time we've relinquished control to anyone else. That's what's so unique."

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Estefan and Butcher spoke about the partnership publicly at the Billboard Latin Music Conference, taking place at the JW Marriot Marquis hotel in Miami. Estefan, who has a longstanding relationship with Target and who negotiated major partnerships with the retailer for the release of Gloria Estefan's Miss Little Havana and Natalia Jimenez's eponymous debut, among others, had been discussing with Butcher ways to bring the partnership to a new level.

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"It took me 10 years to convince him," laughed Estefan about the partnership.

The new section, said Estefan, will not only carry new releases but also catalog titles, from Tony Bennet to Celia Cruz.

As previously reported in Billboard, in the past year, Target has not only aggressively supported an increasing number of Latin releases, but the retailer has also substantially increased the space for Latin music in most of its stores and, in addition, moved Latin music from the back of the music department to the front, closer to the main aisle.

"Our guests are voting," said Butcher at the time. "We support many genres of music, but our Latin business is growing."

Target's regular Latin section will continue to exist in its stores, with Estefan's section as a prominent addition.