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Growing up in Southern Africa, Mawema knew that a career in media and entertainment was on the books for her, though she did not possess the language to articulate it. Mawema met Nigerian-American screenplay writer and founder of The Shade Room Angelica “Angie” Nwandu at an event hosted by then up-and-coming actress and entrepreneur Issa Rae – and seven years later, The Shade Room has garnered an insurmountable global following that dances on the perimeters of being cult-ish.
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Zimbabwean media personality Thembi Mawema joined the well-oiled gossip machine in 2016 as an editor and quickly became a household favorite amongst the Roomies for the quick-witted, personality-filled coverage and perspective she offered.
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The “Roomies” according to the platform’s site are referred to as such, “because they ‘live’ in The Shade Room, many of them visit our website/pages every day! Also, our style of delivering the story is similar to the way a friend or roommate would deliver the story to you.” According to the site, they are run for and by their audience, or “Roomies” as they affectionately refer to one another. The IG account turned global media powerhouse has built itself what seems like an irreplaceable spot within the hearts and minds of the internet’s most avid scrollers. The Shade Room, and its more than 27 Million “roomies” is one such platform that has perfected its recipe. Instagram, Twitter, TikTok, and the rest of the App store’s children have bred community engagement out of the wazoo, invigorating a newly formed global community where everyone is involved in everyone else’s business. Social media, according to researchers, came into fruition too, “facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks.” As humans do, we took it and ran.
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