When Shade Room launched in 2014, it ushered in elements of fan culture around the celebrity news machine, pioneering a unique, if somewhat soft-spoken, digital media brand. Over the next decade, founder Angie Nwandu turned the Instagram-only celebrity tabloid into a 40-person media company that tapped into the wolfish appetite for drama of 29 million social media enthusiasts. I used it.
The Shade Room has evolved beyond your run-of-the-mill gossip and news aggregation site into a cultural information hub, Nwandu says. We are known as megaphones. ”
The platform’s primary focus is on the vulnerable world of Black celebrities. Want to know who NFL quarterback Jalen Hurts got engaged to, or why Naomi Campbell had an affair with Rihanna? Maybe a Louisville woman was the one who drove Kanye West’s car with their kids inside? Are you wondering why he claims he instructed her in a “telegram” to steal? Supported by TSR.
I recently called Nwandu to talk about the impact of the controversial The Shade Room and the legacy she hopes to leave behind. The platform has gradually branched out into different areas of reporting, including politics, investigative reporting and spirituality, all because it will eventually move beyond celebrity gossip, which she describes as “disgusting”. She says it’s part of a bigger plan.
Nwandu has not yet arrived there. The week we spoke, music mogul Diddy was arrested and indicted by a grand jury on charges of sex trafficking and racketeering conspiracy (he maintains his innocence), so of course we talked about that. , Nwandu did not hold back.
Jason Parham: The Shade Room pioneered social media-centric celebrity news on Instagram. There are now hundreds of accounts that do what you do. What does it feel like?
ANGIE NWANDU: No one agrees with this about The Shade Room, but we provided a blueprint that can be replicated. I’m friends with and have spoken to Sean McKenzie (founder of The Spiritual Word) and Jason Lee (founder of Hollywood Unlocked). I spoke with both of them and shared tips and advice. We are pleased that our blueprint has been able to inspire other moderately successful Black media companies. It’s amazing to me to see the success of all these platforms. I’m really proud of that. Because who doesn’t want to start something that creates a ripple effect?
The Shade Room has never shied away from controversy, but I believe there are editorial guidelines to follow. What not to post?
If I tell you any story, I will not be able to accomplish my current purpose. What we don’t do is exclude people. A lot of people send us really vile stories that out people. That’s what we should avoid. It was a little wild in the beginning, but I’ve generally avoided that kind of thing. I’ve seen the damage it does to people who aren’t ready to step out in that way. We have tried to avoid invasion of privacy in certain areas.
But isn’t there a reason it’s called “The Shade Room”?
We are changing what we post and trying to move in a positive direction. I used to post applause all day long, but that has also eased up. Our name is The Shade Room, so it was tough. It’s like if Diddy goes to jail, we have to make it happen. However, there are many things that are not published. Indeed, it was a dance.
