Dear Joop van den Ende

Naomi Weijand has everything going for her to become a grand musical star: tons of talent, the unique support of the VandenEnde Foundation, a top-notch education in London, and no less than nine highly estimated agencies offering to represent her. Except for one thing: her Asian looks. To break free from the traditional white casts, her sister Esmee has initiated a campaign – Asian Spray. In a series of theatre posters Naomi’s face pops up as the lead in famous musicals, like Mamma Mia!, Memphis and Hairspray. In an additional letter to musical magnate Joop van den Ende, Esmee asks him to support her destigmatizing campaign: “Dear Joop, please consider multicultural productions!”

Esmee Weijand