As a gamer who’s been around the block a few times, I can’t help but admire Angelica Nwandu‘s hustle and resilience. From her humble beginnings as an unemployed accountant to building a Black media empire that rivals the bigwigs in Hollywood, she’s got the grit that every gamer knows is essential for leveling up.
Angelica Nwandu had a penchant for celebrity gossip, and when she left her job as an accountant in 2014 to pursue screenwriting, she found herself with more free time. In her small apartment in downtown Los Angeles, she indulged in this passion and discussed it with friends, one of whom encouraged her to start her own gossip platform. This idea evolved into an Instagram account she named The Shade Room (TSR). Nwandu’s inaugural post explained the name: “I said, ‘The Shade Room is the truth room,'” she remembers. “Shade delves deep into the culture,” she explains. “When you think about the Black diaspora, we are often very candid with each other. I see it as much more profound than what is portrayed in the media. It’s not just about being petty; it’s about survival.
Since its launch, The Shade Room has blended celebrity gossip with political and societal topics such as police brutality. What truly distinguished it was its access to high-profile individuals. Instead of merely observing from afar, TSR showcased exclusive photos (for instance, a viral 2018 snapshot featuring Kourtney Kardashian, Scott Disick, and Sofia Richie) and interviews (such as Quavo’s emotional response to the passing of his music partner Takeoff), fostering ongoing discussions between celebrities and their fans through its lively comment section. Nwandu monitored established gossip sites, reworked the stories for The Shade Room with her distinctive perspective, and scoured Instagram feeds for celebrities’ likes and comments on posts – a technique that would later prove crucial at TSR. Her knack for communicating in a language relatable to her audience – her tone is akin to your best friend filling you in – while delivering reliable news made her Instagram account popular.
In due course, film studios aiming to engage Black audiences began reaching out to her. Notably, she has collaborated with Columbia Pictures for the promotional efforts of “Bad Boys: Ride or Die“. However, because of the negative connotations associated with gossip journalism, Nwandu explains that it took effort to earn trust from advertisers and celebrities. One aspect of this endeavor was softening a tone that had been accused of being homophobic, an area where Nwandu acknowledges there is still room for improvement.
Initially working alone on her Instagram project, Nwandu eventually expanded her team to over 40 journalists. This growth transformed her solo endeavor into a comprehensive Black media empire, amassing over 29 million followers and generating substantial income, as well as attracting venture capital investment. As a result, the enterprise gained credibility, leading to access at the White House, making TSR the only gossip site included in the presidential press pool.
Currently, TSR shares content through various social media outlets and digital products like a website, newsletters, and video broadcasts. This content is always delivered with a unique voice that incorporates elements of Black vernacular and sharp humor. The platform offers commentary on a wide range of topics such as the rumored disagreement between Naomi Campbell and Rihanna, as well as the Kamala Harris-Tim Walz campaign’s tour of Historically Black Colleges and Universities (HBCUs).
Regardless of her accomplishments, Nwandu finds solace in her old friend circle, huddled together within their small apartment. She envisions her TSR followers, affectionately referred to as “roommates,” sharing confidences with her there. They’re gossiping, offering opinions, and firing back comments just as if they were all sitting around the same table. “Everyone’s secrets are laid bare: The one who struggled in school, the one who had a child out of wedlock, the one who faced legal troubles, the one who got into various scandals – it’s all out in the open,” she explains. “We laugh, we talk, we criticize, and then we move on because we care for you deeply.” This, she says, is the essence of the community she’s created.
This story appeared in the Oct. 9 issue of The Hollywood Reporter magazine. Click here to subscribe.
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2024-10-12 19:55