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SUPER MOMAGER
How Taylor Swift’s mum has worked harder AND smarter to overtake Kris Jenner & earn top ‘Momager’ title
THEIR daughters aren't exactly best pals, but it seems Kris Jenner and Andrea Swift have plenty in common...
IT'S no secret there's been a lot of 'bad blood' between Taylor Swift and Kim Kardashian over the years, but there's one thing the rivals do have in common - their very powerful 'Momagers'.
The former pals have had more than their fair share of public clashes, and while they have had very different career paths, the role their mums have played in their rise to fame has been huge.
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But while Kim's mum Kris Jenner is known as the 'original' Momager, could it be Taylor's mum Andrea Swift is actually the more influential?
Just last week it was reported Andrea threatened to axe the Taylor's August shows in the UK unless a police convoy was provided - showing how much swing she has over her daughter's day-to-day operations.
Revealing how close they are, Taylor previously said: "Everyone loves their mum... But for me, she's really the guiding force. Almost every decision I make, I talk to her about it first."
While there's no denying both the Kardashians and Swifts have achieved huge success, the family's approach to cultivating their image has been markedly contrasting.
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Speaking exclusively to Fabulous, PR expert and coach says: “Andrea Swift and Kris Jenner have both played pivotal roles in shaping their daughters' immensely successful careers, but their approaches when it comes to being a "momager" are strikingly different.
“Andrea, with her background in marketing, has been instrumental in Taylor’s rise to fame from a very young age and while her involvement was marked by a calculated, business-minded approach, it was subtle and largely behind the scenes.
“In contrast, Kris Jenner’s approach to managing her daughters’ careers is far more aggressive and media centric.
“Kris is the architect behind the Kardashian empire, a family brand that thrives on visibility and constant media attention.
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“From the outset, Kris recognised the potential in turning her family's every move into a monetizable asset, seizing opportunities in reality TV, social media, and product endorsements.”
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From Christmas tree farm to 'Tinseltown'
Taylor could never have imagined the fame she would gain while growing up on a Christmas tree farm in Wyomissing, Pennsylvania, with younger brother Austin and parents Andrea and Scott.
However it appears she was destined, one way or another, for the stage from a very young age - and it seems she was very enthusiastically encouraged by her parents.
She was doing professional photo-shoots from the age of four, so she got used to the cameras."
Taylor's old guitar teacher, Ronnie Cramer
Speaking to Heat magazine, her old guitar teacher Ronnie Cramer said: "Taylor was a great kid. You could tell she had a talent.
"Her parents, Andrea and Scott, would take her to singing venues and she'd sing karaoke.
"She was doing professional photo-shoots from the age of four, so she got used to the cameras."
The whole family even relocated to Nashville, Tennessee when she was just 14 so she could pursue her love of country music.
It turned out to be a shrewd move.
That way she could easily hand out her demo tapes - the first one featuring covers of Hopelessly Devoted to You and Here You Come Again - at the major record labels.
"My mum waited in the car with my little brother while I knocked on doors up and down Music Row.
"I would say, 'Hi, I'm Taylor. I'm 11. I wanted a record deal — call me," Taylor previously told .
Move over the Momager – siblings have become the new movers and shakers in the careers of many A-list celebrities
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Making 'significant sacrifices'
It was a decision that paid off, as she bagged her first deal when she was just 13.
Natalie says: “The Swift family made significant sacrifices early on, including relocating to Nashville to help Taylor pursue her dreams.
"It was a move that was part of a well-thought-out strategy that would eventually see Taylor become one of the biggest names in music.
“Andrea’s approach has been about carefully crafting a relatable and authentic image, rather than just focussing on media visibility.
"This has allowed Taylor to maintain a controlled public persona, one that emphasises quality and consistency."
'Her mum was strict... but it worked'
It certainly hasn't been an easy for the Swift family, and they've worked hard both within their professional and personal lives.
Taylor's parents separated in 2011, after over two decades together, and behind closed doors, Taylor has also had to support her mum after she was diagnosed with cancer twice.
Despite all of this, it seems Andrea Swift has always been focused when it came to Taylor's career.
Old guitar teacher Ronnie says: "Her mum, Andrea, was the boss and she was pushy.
";Her mum was strict with her - but it worked."
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'Calculated, logical & business minded'
Taylor herself has also openly credited her mother Andrea for playing a key part in her rise to fame, describing her as "calculated, logical and business-minded."
Speaking to Esquire, she said: "My parents were very strict about education and hard work from the time my brother and l were really little."
She told Great American Country Network in 2008: "My mum and I have always been really close. She's always been the friend that was always there.
"There were times when, in middle school and junior high, I didn't have a lot of friends. But my mom was always my friend. Always."
Natalie says: “Taylor has frequently spoken about the close bond she shares with her mother and this close relationship has undoubtedly influenced the authentic and relatable brand that Taylor has cultivated.
“Andrea was not only a guiding force in Taylor’s career but also a friend and confidante during what one can only imagine was an often-isolating experience.
"I would imagine this emotional grounding has been key to Taylor's ability to maintain her image and stay true to her roots, despite the pressures of fame."
Taylor Swift Trivia
Some fun facts you probably already know if you're a die-hard swifty
- Taylor Swift has three cats all named after her favourite TV show characters, Meredith Grey, Olivia Benson and Benjamin Button
- She grew up on a Christmas tree farm with her family in Pennsylvania
- As a child, Swift wanted to be a stockbroker, just like her dad
- The star has double-jointed elbows which she showed off during her 2016 Vogue 73 Questions Interview
- Taylor's lucky number is 13, as she was born on Friday 13, and has won every award when seated in the 13th seat or row at ceremonies
- She made history at the 2024 Grammys by becoming the first-ever Artist to win Album of the Year four times
'Great marketing minds'
The star's first manager Rick Barber has also praised Andrea in the past, for building the foundations of her daughter's career.
Speaking to Entertainment Weekly, he said: 'The parents already had her MySpace and her website up and running.
"[They] both have great marketing minds.
"I don't want to say fake it until you make it, but when you looked at her stuff, it was very professional even before she got her deal."
While she doesn't hog the limelight, Andrea also attends most of Taylor's shows, and has even been seen handing out bracelets to audience members.
Her dad is also known to get involved, and when fans queued to catch a glimpse of her at a TV appearance in 2019, the singer ordered dozens of pizzas to be delivered, which were handed out by members of her team, including her dad.
It's thoughtful touches like this, interacting with fans, that has undoubtedly helped mould Taylor's meticulously curated public image.
Natalie says: "Unlike Kris Jenner, who thrives on the media spotlight, Andrea has kept a lower profile, focusing on long-term brand building rather than quick, high-impact media exposure.
"This has led to a career that is less about constant media manipulation and more about establishing a genuine connection with fans, which has been a cornerstone of Taylor’s enduring success."
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Scrutiny and backlash
Kris, meanwhile, has been undeniably successful carving out her daughter's careers, but opts for techniques that are a little less subtle.
This comes with risk, which can at times spark backlash and jeopardise any chance of privacy the family may want.
Natalie adds: "Kris’ strategy is built on keeping her daughters, particularly Kim, at the forefront of public consciousness, leveraging every possible media channel to maintain their global presence.
The Kardashian brand, under Kris’s management, is synonymous with wealth and excess, driven by an unrelenting media presence.
'Unlike Taylor Swift, whose public appearances seem more carefully planned, the Kardashians are constantly in the spotlight, whether through planned appearances or being captured by paparazzi.
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'This omnipresence has been key to their financial success but has also come with significant public scrutiny and occasional backlash.
'Kris’s method is more about capitalising on the power of constant exposure, ensuring her daughters are always newsworthy, and turning their personal lives into a profitable business.'
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