As the Apollo Theatre looks forward to reopening to the public in 2027, Billy Mitchell, known as “Mr. Apollo,” has been appointed to the new role of the Apollo Ambassador & Senior Curator of Community and Cultural Engagement at the Harlem institution.
“It means everything to me. I truly love the community,” Mitchell said about his new role at the theater.
The new role recognizes Mitchell’s extraordinary 60-year history with the Apollo and longstanding, trusted relationships throughout Harlem, placing community and cultural engagement at the forefront throughout his years of involvement. Although he was born and raised in Mount Vernon, Mitchell has always loved Harlem and insists,”I am Harlem.”
“The Apollo has been a lifelong love and passion of mine, ever since I first walked through its doors as a 15-year-old,” said Mitchell. “The Apollo helped shape who I am, and sharing its stories with generations of visitors has been one of the greatest joys of my life. I am honored to take on this expanded role and deepen our connections with the Harlem community. As we look toward reopening, I’m excited to celebrate the history we hold dear and welcome our neighbors into the future we are building together.”
Mitchell’s Apollo story began in 1965, when his mother sent him to Harlem to borrow money from a relative who lived near the theater. While waiting outside, Mitchell met Apollo owner Frank Schiffman, who offered him work running errands for performers. That day, Mitchell found himself helping artists from Berry Gordy’s Motown Revue, including Marvin Gaye, and Stevie Wonder, to name a few. What began as a way to help his family became a lifelong connection to the Apollo.
James Brown and Marvin Gaye encouraged Mitchell to pursue his education and helped pay for his studies. After a career in finance, he returned to the Apollo, taking on many roles, from audience services to retail, special events, and group sales before becoming director of tours, in-house historian and Apollo Ambassador.
For generations of visitors, Mitchell has made the Apollo’s history personal. His tours draw on first-hand encounters with legendary performers and his own experience of the institution’s evolution. Among those visitors was First Lady Michelle Obama, whose encouragement helped inspire Mitchell to write his autobiography, They Call Me Mr. Apollo.
In his new role, Mitchell will serve as the Apollo’s ambassador to Harlem residents, local businesses, and community organizations, building on longstanding relationships with elected officials, clergy, cultural leaders, and Apollo supporters. He will continue leading historic tours and representing the theater at education programs, including School Day Live, and community events. He will also work directly with leadership to ensure community questions, priorities, and ideas inform institutional planning and decision-making as the Apollo prepares to reopen.
Mitchell’s work will extend beyond the 2027 reopening, strengthening the Apollo’s enduring relationship with Harlem and developing partnerships that support the neighborhood’s cultural and civic life.
“Billy Mitchell carries the Apollo’s history in his stories and its spirit in every relationship he builds,” said Michelle Ebanks, Apollo president and CEO, in a statement. “This appointment recognizes his remarkable contributions and the trust he has earned over decades. As we prepare to welcome audiences back to the historic theater, Billy Mitchell will help ensure that our neighbors and the broader community have a voice in this next chapter.”
The Apollo is planning its first post-renovation Community Open House on Dec. 19. The event will be led by Mitchell; he will welcome Harlem residents, families, and neighbors back to the iconic space to explore the renovated theater, celebrate its history, and connect with its next chapter.
