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This is a common occurrence on the platform: Anti-LGBTQ rhetoric is given free rein without much, or often any, pushback from the Shade Room’s moderators.Īnother example of this kind of baiting happened last October. “WHY TF YALL TRYNA FORCE THIS BS ON US? make a fruity shaderoom account and leave us alone,” one commenter said.
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Last month, the Shade Room posted a photo of Lil Nas X, with a caption from the reality TV star Bobby Lytes superimposed on top of it: “My baby is so cute,” read the caption. The Shade Room’s coverage of LGBTQ figures, in particular, has been criticized for inciting vicious comments from the blog’s followers. But both have been mired in controversy for posting stories in poor taste. Being a Black founder of a Black company that services Black media and the Black community is already putting me in a whole nother category of what I can do and what I can't do.” Both TMZ and the Shade Room have broken major news.
Back in 2015, the New York Times’ Jenna Wortham dubbed the Shade Room “Instagram’s TMZ.” It’s an apt comparison, though Nwandu feels there’s a definite distinction, as the Shade Room “operate under different standards. Of course, the Shade Room has competitors - the headline-making geniuses at Bossip, who get more traction on Twitter than Instagram, where they have 530,000 followers, and to a lesser extent Baller Alert, which has nearly 6 million Instagram followers - but neither would be considered equal to the Shade Room as far as audience and reach are concerned.īut being the number one source of Black entertainment and gossip comes with unforeseen challenges. The space Nwandu has created for herself is remarkable, especially considering how quickly it happened. “It’s been the hardest challenge, but it’s been the best experience,” Nwandu said. She listed the importance of being up to date on the latest internet speak, as well as the obligation of conjuring up unique ways to keep readers sufficiently satiated. “The hardest part would be to constantly reinvent the wheel,” she told me over the phone.
When I interviewed Nwandu in early March, before COVID-19 would upend daily life, her concerns for the brand seemed par for the course. “Yes, coming to you from the Shade Room,” he says in a video posted on the blog’s Instagram account in late September, urging people to vote. The Shade Room’s influence has become so undeniable that even Barack Obama is aware of its stature. Wondering where André 3000 will pop up next? You can find it all on the Shade Room, where the staff posts dozens of times a day, delivering news, entertainment, and even a bit of morning inspiration.
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Somehow missed the touching way one of Kobe Bryant’s former teammates honored his legacy? TSR will update you. Need the latest on NeNe Leakes’ departure from the Real Housewives franchise? TSR has got you covered. The site relies on a staff of seven people who are responsible for curating content for their audience. As of September 2020, the Shade Room has more than 20 million followers, or “roommates” - and the platform, which has become a hub for Black celebrity gossip and entertainment, is showing no signs of slowing down, welcoming hundreds, if not thousands, of new digital tenants each day. Since Angelica “Angie” Nwandu, 30, founded the Shade Room - first on Instagram, with a traditional dot-com created afterward - back in 2014, the site has quickly become the premier destination for Black celebrity gossip. And though it wasn’t the first to disclose news of Wendy Williams’ split from her husband Kevin Hunter, knowing its readers would be thirsty for updates from the talk show host now that she was newly single, the Shade Room snagged an impromptu interview with Williams, who seemed to tease that she had a new beau. When the rapper Diddy broke up with his long time girlfriend Cassie back in 2018, the Shade Room was first to break the news. When YouTuber Jeffree Star posted a cryptic photo of himself wrapped in the arms of an unknown man back in August, the Shade Room was the first gossip site to identify Star’s new boyfriend.
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