Award-Winning AAMU Alumnus Returns to The Hill to Revive a Homecoming Tradition

Craig Mitchell, also known as “Craig Moolah,” has built a career around one of his most recognizable assets — his voice.

But whether he is behind the microphone for a national brand, hosting an event or returning to Alabama A&M University to encourage students, the 2013 marketing graduate continues to use that voice to stay connected to The Hill.

This Homecoming, Mitchell returns to join fellow alumnus and fraternity brother Branden Gaddis as co-host of the revived Dusk 2 Dawn, the all-night alumni pep rally and after-party returning for the first time since 2009. The event begins Thursday, Oct. 15, at 10 p.m. at the AAMU Event Center, with the Renaissance Orchestra providing featured entertainment.

“Dusk 2 Dawn is about more than bringing back an event,” Mitchell said. “It’s about bringing generations of Bulldogs together, celebrating our culture, and creating the kind of Homecoming memories that keep calling us back to The Hill.”

Mitchell’s Homecoming role adds another chapter to a career that has taken the St. Louis native from Alabama A&M to the national advertising, sports and entertainment industries. Recently, he became the official voice of the 2026 MLB postseason “No Time Like October” campaign and the NBA’s 2026-27 “A Season of First” tipoff campaign, expanding a portfolio that already includes cultural touchstones such as “The Book of Hov,” “Harlem Globetrotters: 100 Years of Changing the Game” and numerous NBA and NFL productions.

His creative agency, CM Effect LLC, has evolved into a voice-centered operation recognized as The People’s Voice for stories that inspire and preserve culture. Under his leadership, CM Effect has streamlined its services, increased commercial opportunities and earned industry recognition, including a 2026 Gold Telly Award for his narration contributions to AAMU’s record-breaking $20 million “Love the Future” 150th Anniversary fundraising campaign. The agency is currently preparing submissions for the 2027 Voice Arts Awards, with hopes that “Love the Future” will earn Mitchell his first Voice Arts Award.

Long before the national campaigns and awards, Mitchell was developing some of those skills at Alabama A&M. As a student, he was involved in Student Government, M.A.N.U.P. and University Theatre and became a member of the Gamma Phi Chapter of Kappa Alpha Psi Fraternity, Inc. He hosted events across campus, experiences he credits with helping him discover the voice that would later define his career.

“Some of my earliest experiences behind a microphone happened on The Hill,” Mitchell said. “To come back now and co-host Dusk 2 Dawn is special because hosting is still a big part of what I do — but this time, I get to do it for the place that helped me find my voice.”

His connection to AAMU has only strengthened since graduation. In August, Mitchell delivered his first keynote address at the Freshman Torch-Lighting Convocation, speaking to the largest freshman class in AAMU history, with more than 2,200 incoming students. He encouraged students to embrace their purpose, persevere, own their voices and understand what it takes to “Climb the Hill.” 

“I’ve been blessed to work with incredible brands and people, but success means more when you can bring something back to the places that helped you get there,” Mitchell said. “Alabama A&M will always be one of those places for me.”

Honor Thy Era — Friday, Oct. 16

Mitchell’s creative contributions to Homecoming continue Friday, Oct. 16, with the Honor Thy Era Welome Back Bulldog Party, an alumni celebration at Mars Music Hall, near Alabama A&M University’s historic original site. Presented in partnership with Melodies NYC, Lux Life Hospitality and 2L’s On A Cloud, the event brings generations of Bulldogs together for an evening of music, entertainment and cultural connection. As host and cultural curator, Mitchell helps shape the experience, celebrating AAMU traditions while connecting alumni across generations.

This year’s theme, “Honor Thy Movement,” pays tribute to the dancers and athletes who have kept The Hill in motion. Beyond the celebration, Honor Thy Era has committed a portion of the event’s proceeds to AAMU’s Emergency Bulldog Fund and Givecoming Scholarship, supporting students in need and reinforcing Mitchell’s commitment to giving back to his alma mater.

“A&M is home,” Mitchell said. “No matter where this journey takes me or what opportunities come my way, I’m always going to find a way to come back, pour into the University, and support the next generation of Bulldogs.”

For Honor Thy Era tickets,  Dusk 2 Dawn tickets and a complete list of Homecoming 2026 events, visit AAMU Homecoming 2026.