The Weeknd,La Mar Taylor’s HXOUSE Launches Creative College Program at Point Park University

HXOUSE cofounder La Mar Taylor chooses Pittsburgh over Los Angeles

Photo credit: Paul Koontz

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 also 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 beginning in March. 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.”

ABOUT HXOUSE

HXOUSE is a globally focused think center co-founded by La Mar Taylor and The Weeknd that serves as an incubator and accelerator for creative entrepreneurs. With a home base in Toronto, it has provided 21 programs across 5 countries and 12 cities with over 150 workshops and 25,000+ participants, HXOUSE serves the creative community as an incubator and accelerator, fostering innovation and opportunity for creative entrepreneurs. HXOUSE embodies the practice of cross-disciplinary learning, anchored in the core belief that by thinking outside your discipline, you can learn how to evolve your craft.

Visit hxouse.com to learn more.

ABOUT LA MAR TAYLOR

La Mar C. Taylor is an award-winning Creative Director and Music Executive. Co-founder of XO Records and Creative Director for The Weeknd,his expertise has steered the world’s biggest artists into superstardom. Impassioned by his experience as a creative growing up in Toronto, La Mar co-founded the incubator HXOUSE in 2018. Taylor’s work spans music, culture, and education, where he focuses on creating new pathways for creative talent to thrive.

ABOUT POINT PARK UNIVERSITY

Point Park University, immersed in the heart of Downtown Pittsburgh, focuses on student success through innovative experiential learning opportunities. Point Park enrolls nearly 3,700 students in over 100 undergraduate, master’s and doctoral programs offered through its Conservatory of Performing Arts (School of Dance and School of Film, Theatre and Animation), Rowland School of Business, and schools of Arts and Sciences, Communication, and Education. The University’s alumni and students represent all 50 states and 34 countries around the world. Visit PointPark.edu to learn more.

Photo credit: Paul Koontz