I would have started as a website and who knows where that road would have led me. “When I thought about how to diversify The Shade Room, I thought about the people that we are servicing. I feel like the best way to do that is by testing the waters, but you also have to trust that that’s the route that’s going to take you to success. “I always say we know our Roommates better than they know themselves.”In 2016, The Shade Room started pivoting away from just gossip posts to cover a wider spectrum of pop culture and politics.They also started to include more positive posts, like their “Daddy Duties” series, which spotlights celebrity dads, or, more controversially, posts on religion.“They were like, ‘How dare you bring God into this!” Nwandu recalls. To date, The Shade Room has helped launch and/or aided in the growth of more than 400 black-owned businesses through its ad network. But it’s an achievement that also brings a dilemma.“There was a time when [The Shade Room’s Instagram] following just blew up and everybody was saying, ‘This is what all the other accounts are charging for.’ But that would have changed our clientele. “It’s almost like gentrification. (According to bio, her Nigerian family wanted Nwandu to become a successful accountant rather than an internet-media entrepreneur.) After winning a $5,000 writing grant from the Sundance Institute in 2014, she had to choose between attending the writing courses or keeping her job as an accountant at a motorcycle shop. The Shade Room, a top Instagram -based media publisher focused on black culture, entertainment and celebrity gossip, is launching three new …
Nwandu didn’t disclose exact figures, but she did says The Shade Room’s net profit is about 50%.The media startups that took fat checks to fuel quick growth have run into such problems as overly relying on Facebook and seeing their audiences dissipate when it’s changed its algorithms, chasing fads, and more. The Shade Room’s spin on hot topics speaks directly and authentically to its largely black community (affectionately called Roommates), and spans across its website, YouTube, Facebook, and Twitter. I look at The Shade Room like a block. The result has been a doubling of revenue every year. It receives more than 1.5 billion impressions and reaches about 32 million people per week, and it’s grown at a rate of 5 million or more followers per year. And one day she came to us and said that she was going to have to quit doing it, because she didn’t see where it could go,” Nwandu says. We have everything covered right from celebrity news, fashion news, beauty, headline news, photos, videos and everything else you love about The Shade Room.
The Shade Room has the reach and engagement any media company would kill for.
“Not everything is going to have that Shade Room title, like Nwandu couldn’t elaborate on specifics, but she did mention she’s also exploring a marketplace curated by its audience, as well as partnering with festivals for live events.“There’s a million routes that you could go. The question for Nwandu is what exactly she wants to do with it?Nwandu started The Shade Room on a total leap of faith. “So we just fit right into where we’re supposed to be.”Tapping into black entrepreneurs proved to be the right move. The Shade Room’s spin on hot topics speaks directly and authentically to its largely black community (affectionately called Roommates), and spans … Stay updated with all the trending topics. It’s a neighborhood, it’s a community. Previously, KC was part of the Emmy Award-winning team at "Good Morning America," where he was the social media producer. And those people are very spiritual people. So imagine we just say, ‘Your money, it’s too low–all we want are the bigger brands.’ That’s like them buying space and real estate on that block.”It’s evident that Nwandu has found meaningful success in a fickle media industry–and on her own terms, no less.
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