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. Nwandu echoed that sentiment, saying that the issues Anfernee faced with Cardi B weren’t a factor in her decision to let him go, but that she wished him well. 22.7k Followers, 2,184 Following, 156 Posts - See Instagram photos and videos from Shad (@shadkmusic) When the rapper Diddy broke up with his long time girlfriend Cassie back in 2018, the Shade Room was first to break the news. Nwandu catches her fair share of heat from all sides, including the very people who her site covers, which is to be somewhat expected, given the fact that it’s a gossip blog. Ben Kothe / BuzzFeed News; Getty Images (1). “Nobody ever stood up for me in that situation,” he said. In April, the Shade Room reposted a video of a noticeably thinner Chadwick Boseman. Anfernee has since launched his own gossip and entertainment blog — the Neighborhood Talk — and said there are “no hard feelings” toward his former employer. “The Shade Room is filth,” writer Wanna Thompson said of the platform in a tweet earlier this April, which incidentally was in response to an interview Nwandu did with Kane’s publication xoNecole, adding that the brand “is the very definition of toxic waste.” And tweets like Thompson’s are not uncommon — if you do a quick search on Twitter, you’ll see people echoing her sentiments. Whenever gender nonconforming or queer celebs are posted on the Shade Room Instagram, even if the caption is benign, the comments section becomes quickly riddled with anti-LGBTQ remarks. “If the community were a little bit nicer, it would help us. If you go on navigation, we will consider you accepting its use. The Shade Room reposted a message from Love & Hip-Hop’s Masika Kalysha in which she wrote, “This is for the fools that thinks it's 'progressive' when Disney has a gay couple kissing next to Nemo...NO.” Kalysha went on to say that her daughter wouldn’t be allowed to watch “Adam and Eve in sexual situations the hell u think I'm supposed to let her watch Adam and Steve lip lockin' for,” as if merely the act of highlighting queer characters onscreen is taboo when it’s really a matter of inclusivity. The men who ran these namesake sites were huge figures in the gossip industry, but like many traditional media platforms, these blogs primarily covered white celebrities like Paris Hilton, Lindsay Lohan, and Britney Spears. Now-defunct websites like Necole Bitchie and Concrete Loop were once titans in this section of the internet, and though there are a handful of such blogs still in operation — the Young, Black, and Fabulous, Media Take Out, Sandra Rose, That Grape Juice, and Straight From the A, to name a few — they no longer seem to wield the same power they once did. In March, when I spoke with Nwandu, the Instagram account had 17 million followers. Like, don't address him as a woman, dog,” Boosie said. Become a BuzzFeed News member. And not only were the avenues in which celebrity content could be found, mined, and posted for even more content expanding, but music labels and PR firms — businesses that often provided exclusives to blogs for promotion — were beginning to oversaturate the Black gossip world. Soon, it will have 21 million. Stanfield said the platforms “tend to be feeding grounds for negative reinforcement toward BLACK ‘nonconformists’. 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. “If he gonna be gay, let him be gay. The Shade Room disrupted the gossip landscape in a major way and has maintained its position as a leader in the industry. Boseman died in August from colon cancer and notably, comments from that April post were disabled at some point. The more than 20 million “reckless roommates,” per the brand’s Instagram bio, in a way, run the show. The comments on the post were also blatantly anti-trans. Kane added that the evolution of technology like Snapchat and later Instagram stories, introduced in 2016, created additional ways for people to “spy on celebrities.” Already burned out and exhausted by the work she’d been doing, Kane said, “At that point, I was like, you know, I wouldn't have a life, my writers wouldn't have lives, if we had to really chase celebrities down on all these different platforms.”.
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