UH business students can opt into “The Entrepreneurial Genius of Taylor Swift,” a course covering the success and strategy of the billion-dollar performer's career. Photo courtesy of UH Bauer College of Business

By any measure, Taylor Swift put on a masterclass with her Eras Tour this year — her Houston stop was a study in three-hours of pop-culture-perfect brand execution and fan frenzy.

Now, University of Houston is taking Tay studies to the next level with a new biz class.

Appropriately dubbed “The Entrepreneurial Genius of Taylor Swift,” the new class is part of the curriculum at coming to the C. T. Bauer College of Business at the University of Houston next spring. Swfities who’re super “ready for it,” however, can get a jump on enrollment now.

Study “the 1” at a No. 1 institution

Though Swifties and Tay (and Travis) fiends will surely soak up every class hour, the program isn’t just for fans, the prof notes in a press statement. And Bauer College offers serious cred for current and new students, as its Wolff Center for Entrepreneurship has long ranked No. 1 in the U.S.

“You definitely don’t have to be a hardcore fan — a Swiftie — to learn and appreciate the entrepreneurial genius that has made Taylor Swift an international phenomenon,” notes Kelly McCormick, the Professor of Practice leading the course, citing Swift’s expertise in marketing, fan engagement, community building, and brand strategies.

Don’t hate, hate, hate, hate, hate on this Tay tutorial

Sure, Swift haters night hate on a Taylor course. But before they do, they should consider that at age 33, Swift boasts an estimated net worth of $1 billion, according to Forbes. And her aforementioned Eras Tour? Swift earned more than $780 million on the U.S. leg alone this year on the tour, which — by current estimates — cues her up to become the highest-grossing female touring artist of all time.

Her Eras Tour concert film also just became the highest-grossing concert film in North America, raking between $95 million to $97 million in ticket sales during its opening weekend — alone.

Taylor Swift Houston 2023 Eras Tour
Swift can flex a $1 billion net worth, per Forbes. Photo by Marco Torres/Marco from Houston


And then of course, her music acumen and savvy. In 2021, Swift smartly re-recorded a version of her album Fearless and launched a series of releases of her back catalog, in order to secure ownership of her first six albums.That move came after the masters (the original recordings) sold for a reported $300 million in 2019.

Here in Houston, as CultureMap reported, the Post-Tay Effect (we’re making that a thing) had a lasting economic effect, notbaly for areas pet and food nonprofits.

Hardcore business aside, the class Still, the course will be Taylor-made for Swifties. McCormick, who also serves as managing director for the university’s startup accelerator RED Labs, has themed each session around a different album — or Era, obvi for fans — of Swift’s career.

What to expect on the “mornin' of your very first day”

So, when students take a deep breath and walk through the door of their very first day (obligatory “Fifteen,” callout) they will score friendship bracelet gifts — a huge Swiftie phenomenon — and will be treated to surprise songs during breaks and even Easter eggs hidden in class content. (That’s a clever nod to Swift, who regularly hides clues, callbacks, and “oh yeaaahhhh” moments for fans in her music videos, album artwork, and social media posts).

As for the Tay inspo, McCormick says she has been a Swift fan since the early days of mega-hits “Our Song” and “Love Story.” But like so many who were blown away by the sheer Tay Machine during the Houston Eras Tour stop in April, the professor quickly noted entrepreneurship lessons to be learned over Swift’s in her 17-year career.

Taylor Swift Houston
The professor says Swift's dazzling Eras Tour stop in Houston inspired the class. Photo: Bob Levey/Getty Images/Taylor Swift Twitter


“I saw the show and loved it,” McCormick adds. “And I realized I actually didn’t know that much about her career. I became absolutely enamored basically overnight and started getting into her whole discography. Taylor is truly impressive!”

She added: “Never have I ever — like ever — been so engrossed in someone’s career after so little time.” (Should anyone doubt all the Tay references, McCormick’s “never have I ever — like ever” comments is shoutout to Swift’s most popular singles, “We Are Never Ever Getting Back Together.” Very clever.)

Travis-Tay included?

But perhaps the top Tay lesson is how to ensure satisfied customers.

“The number one business lesson students can learn from Taylor is the way she treats her fans,” McCormick notes. “She is beloved because she truly does so much to make sure they are happy, appreciated and feel like they are important to her. If every company acted that way about their customers — they’d have way more customers.”

Oh, and, no word — and we didn’t ask, for the record — if Kansas City Chiefs tight end/Swift squeeze Travis Kelce is part of the curriculum. Also no word if, to quote “Fifteen,” students will “sit in class next to a redhead named Abigail.”

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This article originally ran on CultureMap.

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Autonomous truck company rolls out driverless Houston-Dallas route

up and running

Houston is helping drive the evolution of self-driving freight trucks.

In October, Aurora opened a more than 90,000-square-foot terminal at a Fallbrook Drive logistics hub in northwest Houston to support the launch of its first “lane” for driverless trucks—a Houston-to-Dallas route on the Interstate 45 corridor. Aurora opened its Dallas-area terminal in April and the company began regular driverless customer deliveries between the two Texas cities on April 27.

Close to half of all truck freight in Texas moves along I-45 between Houston and Dallas.

“Now, we are the first company to successfully and safely operate a commercial driverless trucking service on public roads. Riding in the back seat for our inaugural trip was an honor of a lifetime – the Aurora Driver performed perfectly and it’s a moment I’ll never forget,” Chris Urmson, CEO and co-founder of Pittsburgh-based Aurora, said in a news release.

Aurora produces software that controls autonomous vehicles and is known for its flagship product, the Aurora Driver. The software is installed in Volvo and Paccar trucks, the latter of which includes brands like Kenworth and Peterbilt.

Aurora previously hauled more than 75 loads per week under the supervision of vehicle operators from Houston to Dallas and Fort Worth to El Paso for customers in its pilot project, including FedEx, Uber Freight and Werner. To date, it has completed over 1,200 miles without a driver.

The company launched its new Houston to Dallas route with customers Uber Freight and Hirschbach Motor Lines, which ran supervised commercial pilots with Aurora.

“Transforming an old school industry like trucking is never easy, but we can’t ignore the safety and efficiency benefits this technology can deliver. Autonomous trucks aren’t just going to help grow our business – they’re also going to give our drivers better lives by handling the lengthier and less desirable routes,” Richard Stocking, CEO of Hirschbach Motor Lines, added in the statement.

The company plans to expand its service to El Paso and Phoenix by the end of 2025.

“These new, autonomous semis on the I-45 corridor will efficiently move products, create jobs, and help make our roadways safer,” Gov. Greg Abbott added in the release. “Texas offers businesses the freedom to succeed, and the Aurora Driver will further spur economic growth and job creation in Texas. Together through innovation, we will build a stronger, more prosperous Texas for generations.”

In July, Aurora said it raised $820 million in capital to fuel its growth—growth that’s being accompanied by scrutiny.

In light of recent controversies surrounding self-driving vehicles, the International Brotherhood of Teamsters, whose union members include over-the-road truckers, recently sent a letter to Lt. Gov. Dan Patrick calling for a ban on autonomous vehicles in Texas.

“The Teamsters believe that a human operator is needed in every vehicle—and that goes beyond partisan politics,” the letter states. “State legislators have a solemn duty in this matter to keep dangerous autonomous vehicles off our streets and keep Texans safe. Autonomous vehicles are not ready for prime time, and we urge you to act before someone in our community gets killed.”

Houston cell therapy company launches second-phase clinical trial

fighting cancer

A Houston cell therapy company has dosed its first patient in a Phase 2 clinical trial. March Biosciences is testing the efficacy of MB-105, a CD5-targeted CAR-T cell therapy for patients with relapsed or refractory CD5-positive T-cell lymphoma.

Last year, InnovationMap reported that March Biosciences had closed its series A with a $28.4 million raise. Now, the company, co-founded by Sarah Hein, Max Mamonkin and Malcolm Brenner, is ready to enroll a total of 46 patients in its study of people with difficult-to-treat cancer.

The trial will be conducted at cancer centers around the United States, but the first dose took place locally, at The University of Texas MD Anderson Cancer Center. Dr. Swaminathan P. Iyer, a professor in the department of lymphoma/myeloma at MD Anderson, is leading the trial.

“This represents a significant milestone in advancing MB-105 as a potential treatment option for patients with T-cell lymphoma who currently face extremely limited therapeutic choices,” Hein, who serves as CEO, says. “CAR-T therapies have revolutionized the treatment of B-cell lymphomas and leukemias but have not successfully addressed the rarer T-cell lymphomas and leukemias. We are optimistic that this larger trial will further validate MB-105's potential to address the critical unmet needs of these patients and look forward to reporting our first clinical readouts.”

The Phase 1 trial showed promise for MB-105 in terms of both safety and efficacy. That means that potentially concerning side effects, including neurological events and cytokine release above grade 3, were not observed. Those results were published last year, noting lasting remissions.

In January 2025, MB-105 won an orphan drug designation from the FDA. That results in seven years of market exclusivity if the drug is approved, as well as development incentives along the way.

The trial is enrolling its single-arm, two-stage study on ClinicalTrials.gov. For patients with stubborn blood cancers, the drug is providing new hope.

Elon Musk's SpaceX site officially becomes the city of Starbase, Texas

Starbase, Texas

The South Texas home of Elon Musk’s SpaceX rocket company is now an official city with a galactic name: Starbase.

A vote Saturday, May 3, to formally organize Starbase as a city was approved by a lopsided margin among the small group of voters who live there and are mostly Musk’s employees at SpaceX. With all the votes in, the tally was 212 in favor to 6 against, according to results published online by the Cameron County Elections Department.

Musk celebrated in a post on his social platform, X, saying it is “now a real city!”

Starbase is the facility and launch site for the SpaceX rocket program that is under contract with the Department of Defense and NASA that hopes to send astronauts back to the moon and someday to Mars.

Musk first floated the idea of Starbase in 2021 and approval of the new city was all but certain. Of the 283 eligible voters in the area, most are believed to be Starbase workers.

The election victory was personal for Musk. The billionaire’s popularity has diminished since he became the chain-saw-wielding public face of President Donald Trump’s federal job and spending cuts, and profits at his Tesla car company have plummeted.

SpaceX has generally drawn widespread support from local officials for its jobs and investment in the area.

But the creation of an official company town has also drawn critics who worry it will expand Musk’s personal control over the area, with potential authority to close a popular beach and state park for launches.

Companion efforts to the city vote include bills in the state Legislature to shift that authority from the county to the new town’s mayor and city council.

All these measures come as SpaceX is asking federal authorities for permission to increase the number of South Texas launches from five to 25 a year.

The city at the southern tip of Texas near the Mexico border is only about 1.5 square miles (3.9 square kilometers), crisscrossed by a few roads and dappled with airstream trailers and modest midcentury homes.

SpaceX officials have said little about exactly why they want a company town and did not respond to emailed requests for comment.

“We need the ability to grow Starbase as a community,” Starbase General Manager Kathryn Lueders wrote to local officials in 2024 with the request to get the city issue on the ballot.

The letter said the company already manages roads and utilities, as well as “the provisions of schooling and medical care” for those living on the property.

SpaceX officials have told lawmakers that granting the city authority to close the beach would streamline launch operations. SpaceX rocket launches and engine tests, and even just moving certain equipment around the launch base, requires the closure of a local highway and access to Boca Chica State Park and Boca Chica Beach.

Critics say beach closure authority should stay with the county government, which represents a broader population that uses the beach and park. Cameron County Judge Eddie Trevino, Jr. has said the county has worked well with SpaceX and there is no need for change.

Another proposed bill would make it a Class B misdemeanor with up to 180 days in jail if someone doesn’t comply with an order to evacuate the beach.

The South Texas Environmental Justice Network, which has organized protests against the city vote and the beach access issue, held another demonstration Saturday that attracted dozens of people.

Josette Hinojosa, whose young daughter was building a sandcastle nearby, said she was taking part to try to ensure continued access to a beach her family has enjoyed for generations.

With SpaceX, Hinojosa said, “Some days it’s closed, and some days you get turned away."

Organizer Christopher Basaldú, a member of the Carrizo/Comecrudo Nation of Texas tribe, said his ancestors have long been in the area, where the Rio Grande meets the Gulf.

“It’s not just important,” he said, “it’s sacred.”