Shaderoom founder Angie Nwandu transformed her hobby of posting celebrity gossip on Instagram into a social media empire boasting more followers than The New York Times. "I've noticed that we can post something already featured on ten other sites, yet people still come to The Shade Room," Nwandu says. "They would metaphorically knock down doors for celebrities on Instagram," Nwandu says. "They'd flood the comments saying, 'The Shade Room wants an interview,' or 'The Shade Room wants an exclusive.' It would force the celebrity to ask, 'What is The Shade Room?''