Point Park University has announced a partnership with HXOUSE, the Toronto-based think center cofounded by La Mar Taylor and Abel “The Weeknd” Tesfaye, to launch the HXOUSE x Point Park Creative Direction Credential Program.
The initiative—funded in part by The Heinz Endowments, Community Bank, Clair Global, and the Pennsylvania Department of Community & Economic Development—aims to provide innovative creative education for aspiring artists in Pittsburgh. The announcement was made on Thursday (Jan. 22).
The first cohort of 50 students will begin the Creative Direction Credential Program in March. Consisting of four workshops, the program is designed by top creative directors working across live entertainment, music, and fashion.
The inaugural workshops will be led by Charm La’Donna, known for her multidisciplinary creative work with The Weeknd, Kendrick Lamar, and Dua Lipa. Taylor, who also cofounded XO Records with The Weeknd, conceptualized the program after recognizing untapped talent outside major creative hubs like Los Angeles.
“Pittsburgh’s energy reminds me of Toronto when HXOUSE first started—hungry, innovative, and ready to disrupt,” Taylor said in a statement. “Point Park understands how creativity fuels community, and together we’re building something that transcends traditional education.”
“For too long, creative direction has been viewed as one dimensional,” Taylor told the Post-Gazette. ”I want to challenge that. Creative direction is multifaceted. It's strategic, it's cultural, it's operational and it applies far beyond traditional creative industries.”
Taylor emphasized the program’s mission to remove barriers, adding, “I truly believe everyone deserves to get to the door, and that getting through the door is entirely up to the individual. 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 doors for creatives of all backgrounds.”
Point Park’s relationship with HXOUSE began in late 2024, when the university’s Pittsburgh Playhouse hosted the first-ever HXOUSE x TAIT live-entertainment creative incubator in the city. The series of one-day workshops exposed selected participants to industry experts, offering insight into what it takes to create large-scale experiences and events.
Dr. Chris W. Brussalis, president of Point Park University, said the partnership aligns with shared values around experiential and affordable higher education. “This program fits squarely with our goal to make Pittsburgh a hub for artists through experiential training and learning,” he said.
HXOUSE COO Iva Zelic described the partnership as a breakthrough in creative education. “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. “Together, we’re bridging the gap between creative talent and real industry opportunity.”
Since its founding, HXOUSE has delivered 21 programs across five countries and 12 cities, hosting more than 150 workshops and engaging over 25,000 participants. The long-term goal of the HXOUSE–Point Park partnership is to continue expanding credential programs that provide professional pathways for students across creative disciplines.