Angie Nwandu initiated The Shade Room in 2014 as a side project. This venture, which began as an Instagram-only celebrity tabloid, has since evolved into a media company employing a 40-person team and reaching 29 million social media users by catering to their keen interest in drama.
The Shade Room, termed TSR, introduced a distinctive form of digital media combining elements of fan culture with celebrity news. Its followers, known as “Roomies,” view it as more than a typical gossip outlet; TSR has become an information center for “the culture,” according to Nwandu. She describes it as both a reflection and voice of the culture, commonly referred to as a “megaphone.”
The platform primarily spotlights Black celebrity news. Whether it’s learning about NFL quarterback Jalen Hurts’ engagement, Naomi Campbell’s rumored disputes with Rihanna, or the peculiar incident involving Kanye West allegedly instructing a woman to steal a vehicle with a child inside, TSR provides coverage.
In a recent conversation, Nwandu discussed The Shade Room’s controversial impact and her aspirations for its legacy. The platform has slowly expanded its focus to include politics, investigative journalism, and spirituality, as part of a broader strategy to eventually move beyond celebrity gossip, which she described as “tiring.”
As of now, the transition isn’t complete. Recently, music mogul Diddy faced charges including sex trafficking and racketeering conspiracy, to which he pled not guilty, and Nwandu was candid about these developments.
When asked about the proliferation of similar social media accounts, Nwandu acknowledged that The Shade Room set an example that others have followed. She expressed pride in the success of other Black media companies inspired by TSR’s blueprint, seeing their success as a positive ripple effect.
Regarding editorial guidelines, Nwandu mentioned that TSR avoids outing people, despite receiving salacious stories. She acknowledged that in its early days, TSR was more reckless but has since steered away from such invasions of privacy to avoid causing harm.
Despite its name, The Shade Room aims to shift towards more positive content. Although it still covers major news like Diddy’s legal issues, it has reduced the frequency of posting contentious content, navigating a delicate balance in its coverage.
