Angie Nwandu launched The Shade Room in 2014 as a side hustle. Today, that side hustle—which grew from an Instagram-only celebrity tabloid into a media company with a 40-person staff—reaches 29 million social media obsessives by tapping into their wolfish appetite for drama.
The Shade Room pioneered a unique, if somewhat innovative, brand of digital media, merging elements of fan culture around the machine of celebrity news (Shade Room regulars are called Roomies). More than your run-of-the-mill gossip rag or news aggregator, TSR evolved into an information hub for “the culture,” Nwandu says, “but also a reflection of it and voice for it. We’re known as a megaphone.”
The primary focus of the platform is the fragile world of Black celebrity. Want to know who NFL quarterback Jalen Hurts got engaged to or why Naomi Campbell has beef with Rihanna? Maybe you are wondering why a Louisville woman claims Kanye West “telegraphically” told her to allegedly steal a vehicle with a child inside? TSR has you covered.
I recently phoned Nwandu to chat about the controversial influence of The Shade Room and the legacy she wants to leave behind. The platform has slowly branched into different coverage areas—politics, investigative reporting, spirituality—and she says that’s all part of a larger plan to eventually move beyond celebrity gossip, which she describes as “tiring.”
Nwandu hasn’t gotten there yet. The week we spoke, music mogul Diddy was arrested after a grand jury indicted him on charges including sex trafficking and racketeering conspiracy (he pleaded not guilty), so we also talked about that—and Nwandu was an open book.
JASON PARHAM: The Shade Room was a pioneer of social-media-centric celebrity news on Instagram. Today there are hundreds of accounts that do what you do. How does that feel?
ANGIE NWANDU: Nobody ever gives this nod to The Shade Room but we served up a blueprint that was able to be replicated. I’m friends with Shawn McKenzie [founder of The Spiritual Word] and Jason Lee [founder of Hollywood Unlocked], and we’ve had conversations. I had talks with both of them where I shared tips and advice. I’m happy to see that our blueprint was able to inspire other Black media companies who are thriving in their own right. To see the success of all these platforms is amazing to me. I’m actually 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 imagine there are editorial guidelines that you follow. What won’t you post?
If I say which stories, it would defeat the purpose now. I will say, what we don’t do is out people. A lot of people send us very salacious stories where they are outing people. That’s something that we stay away from. In the beginning we were kinda wild, but generally that is something we have avoided. I’ve seen the damage in what it does to people who are not ready to step out in that way. We have tried to move away from invasion of privacy in certain areas.
But is it not called The Shade Room for a reason?
We’re trying to change what we post and move towards positivity. We used to post clapbacks all day long and we have eased off of that. It’s been hard because our name is The Shade Room—like, if Diddy goes to jail, we have to get that up. But there’s a lot we won’t post. It’s been a dance, for sure.