About us

EST. 2016 // Bootstrapped // UK BUILT

CULTURE IN REAL TIME.
BUILT FROM THE GROUND UP.

1M+ Residents
9+ Years Active
100% Independent

WHERE CULTURE
FINDS ITS VOICE.

The Shade Borough is a UK-based digital media platform covering entertainment, culture, community and news. Our editorial lens is rooted in Black British life but the conversations we cover resonate far beyond any single community.

We launched in September 2016 because so much of what mattered to our audience was being under-reported, misrepresented or ignored entirely. Nine years, one million followers and tens of thousands of posts later, we are still at it. Every day, 365 days a year.

Our community — the #Residents — are not just followers. They shape what we cover, how we cover it, and what this platform continues to become.

TSB Team

"WE BUILT A PLATFORM THAT SPEAKS OUR LANGUAGE — FROM SCRATCH, EVERY DAY."

THE FOUNDERS

William Smith
Co-Founder

William Smith

Helena Okunzuwa
Co-Founder

Helena Okunzuwa

One Borough.
Every platform.

450K+ TikTok
50K+ Facebook
16K+ X (Twitter)
6K+ YouTube

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