HXOUSE, Cofounded by La Mar Taylor and Abel “The Weeknd” Tesfaye, Brings Revolutionary Entertainment Business Incubator to Point Park University Thursday, January 22, 2026

A man leads a workshop of students in the Highmark Theatre.

Students attended a one-day live entertainment workshop with HXOUSE and TAIT in the Pittsburgh Playhouse's Highmark Theatre in November 2024. Photo courtesy of HXOUSE.

"Both HXOUSE and Point Park understand that, now more than ever, innovation and adapting to change is critical for the long-term success of universities. This program fits squarely with our goal to make Pittsburgh a hub for artists through experiential training and learning."

Dr. Chris W. Brussalis, president

Point Park University announces a revolutionary partnership with HXOUSE, a Toronto-based, globally-focused think center cofounded by La Mar Taylor and Abel “The Weeknd” Tesfaye. The partnership creates a unique credential program designed to provide innovative creative education for aspiring artists.

Taylor, who also cofounded XO Records with The Weeknd, has been at the forefront of Creative Direction for more than a decade and he conceptualized The HXOUSE X Point Park Creative Direction Credential Program. The program is funded, in part, through support from The Heinz Endowments, Community Bank, Clair Global and the PA Department of Community & Economic Development.

“Pittsburgh’s energy reminds me of Toronto when HXOUSE first started — hungry, innovative and ready to disrupt,” Taylor said. “Point Park understands how creativity fuels community, and together we’re building something that transcends traditional education.”

Point Park’s association with HXOUSE began in late 2024, when the university’s Pittsburgh Playhouse played host to the first-ever HXOUSE x TAIT live-entertainment creative incubator in Pittsburgh. The series of one-day workshops exposed selected participants to industry experts who talked about what it takes to succeed at creating epic, impactful, large-scale experiences and events.

“It was immediately clear that HXOUSE would be a perfect partner for Point Park, in part because of shared values around experiential, affordable higher education,” said Dr. Chris W. Brussalis, President of Point Park. “Both HXOUSE and Point Park understand that, now more than ever, innovation and adapting to change is critical for the long-term success of universities. This program fits squarely with our goal to make Pittsburgh a hub for artists through experiential training and learning.”

Taylor was advised to take the program to Los Angeles because of an abundance of talent there. After traveling to other parts of the country, including Pittsburgh, he realized there was an enormous amount of untapped talent in need of opportunities and pathways.

“I truly believe everyone deserves to get to the door and that getting through the door is entirely up to the individual,” Taylor said. “But many people go through life never having an opportunity to get their shot because of institutional, financial or social barriers. This program provides a low-barrier entry point to traditional education and opens the doors for creatives of all backgrounds.”

The first cohort of 50 students will take part in the Creative Direction Credential Program in early April. Consisting of four workshops, the program is designed by today’s top Creative Directors working in live entertainment, music and fashion. The first workshops will be led by industry giant Charm La’Donna, known for her multidisciplinary creative work with superstars such as The Weeknd, Kendrick Lamar and Dua Lipa.

“Becoming a Creative Director has shifted significantly over the years. What was once an end-goal career for artists of all kinds is now many people’s way to enter the workforce,” Taylor said. “The role has grown beyond one single definition and is found across all industries. Creative Directors are multidisciplinary collaborators and leaders. The program will provide participants with the knowledge, mentorship and skills needed to succeed in creative direction.”

The goal for HXOUSE and Point Park is to continually expand the number of credential programs being offered that all offer professional pathways to students.

“This is an incredibly unique partnership and one we all believe will make real change in educational programming,” Dr. Brussalis said. “The end result will see Pittsburgh as a hub for artists of all kinds.”

Iva Zelic, COO of HXOUSE, said the partnership is a deeply personal one.

“After a year of building, we’ve created a pathway that never existed in higher education, one that finally gives creative thinkers a real place to grow,” she said. “In a system that often moves slowly, it’s remarkable how quickly this came to life because of Point Park’s commitment to innovation and a willingness to rethink what education can be. Together, we’re bridging the gap between creative talent and real industry opportunity. I’m incredibly proud of what we’ve built together and excited for the future it unlocks for the next generation of creatives in the Pittsburgh region.”