How The Shade Room turned Instagram gossip into a media empire
The Shade Room has become one of Instagram’s most popular accounts and a booming business–now founder Angie Nwandu is ready for their second act.
OUR LADY OF SHADE
Nicki Minaj checks it on the regular. Cardi B rants against it. It broke the news about Khloe Kardashian giving birth. Kanye made a video to respond to a post about his wife. Tracee Ellis Ross name-checked it at an awards show. The Shade Room, which started as a tiny gossip site on Instagram five years ago this month, has exploded into a cultural force.
The Shade Room Is Coming For The Gossip Industry’s Wig
How the celebrity gossip site The Shade Room — launched by 25-year-old Angie Nwandu, who grew up in foster care — is figuring things out faster than everyone else.