Target Expands Partnership With Emilio Estefan, Releases New Sound Machine Monster Headphones

As part of its ongoing relationship with producer Emilio Estefan, Target Corp. will extend and expand its current “Emilio Estefan’s Picks” program, and will also partner with Monster Headphones to launch its new Estefan-branded Sound Machine headphones.

The “Emilio Estefan’s Picks,” a Latin-themed entertainment section featuring movie, book and music selections, curated by Estefan, was launched a year ago and will now be extended for an additional year, with presence in more stores. The section marked the first time Target allowed someone outside the company to curate a section.

“While I can’t provide you with specific sales information, I can tell you that Latin music sales continue to grow at Target,” said Anne Stanchfield, the company’s divisional merchandise manager of entertainment. “We know that Latin music is important to our guests, so we want to have choices they will love. And it’s no surprise that 'Emilio Estefan’s Picks' have been very popular with our guests. In fact, based on guests’ reaction, this year we are expanding his collection to be available at about 150 stores.”

Specifically, said Stanchfield, Emilio Estefan’s Picks will immediately expand to an additional 50 stores in Hispanic-centric areas, including Miami, Los Angeles and Texas, and in June, the collection will expand to another 20 stores.

As part of Emilio’s Picks, Estefan curates some 20 musical titles that rotate every six weeks. The next offering, launching April 14, includes Target’s exclusive Billboard Latin Music Awards compilation CD and Justin Timberlake’s The 20/20 Experience.

As part of Target’s partnership with Estefan, the store will also exclusively carry his Emilio’s Sound Machine by Monster premium headphones in select Target stores and at beginning April 14.

“Emilio and I have shared a passion for music and great sound for many years,” said Monster CEO Noel Lee.  “The opportunity to work with him to create a new type of headphone that would really capture the essence of Latin and world music was very appealing to me.”

The Sound Machine headphones have been in development for over a year, said Estefan. “We called them ‘Sound Machine’ because they’re specifically designed with Latin music in mind and equalized for percussive sounds and horns.”

Tapping into Estefan, versus an artist, says Lee, had to do with Estefan’s work as a producer. “He truly cares about the quality and dynamics of great sound, and understands its importance to the overall music experience.”

Prior to the Estefan deal, Monster also launched the Beats by Dr. Dre® headphones.


The Biz premium subscriber content has moved to

To simplify subscriber access, we have temporarily disabled the password requirement.