WATCH THE TRAILER

Early 1960’s Toronto was a mostly white, Anglo-centric city. Beneath this veneer of Conservative respectability, an exciting underground music scene emerged, created by a Jamaican diaspora including newcomers like Jackie Mittoo, Wayne McGhie and a teenage Jay Douglas. Battling racism and indifference, they made an indelible, but little appreciated mark on Canadian music and culture. Six decades later, Jay Douglas is still carrying the torch for Jamaican music, and enjoying the recognition and respect he has long craved.

Play it Loud! is a feature documentary that tells the little known story of how Jamaican music became a critical and unlikely part of Canadian culture. The film reveals a social and cultural migration that made Canada a  mecca for Jamaican music, recognized around the world, but little heralded at home. This story is told through the life, music, struggles and triumphs of beloved Jamaican Canadian singer Jay Douglas. Born as Clive Pinnock, in rural Jamaica to a single mother, Douglas began performing professionally at 17 and has never stopped. Today, nearly 60 years later, he’s more popular than ever.

Douglas’ life mirrors the emergence of Jamaican popular music, both in its birthplace, and his adopted country. He’s a witness and participant to the birth of ska and reggae, the Jamaican out migration to the UK and Canada, and the flowering of a uniquely Canadian black music culture. Through Jay’s personal story, the film will tell an important and largely unknown tale of cultural transformation. 

Douglas was part of a cohort of Jamaican ex-pats, mainly from the music hotbed of Montego Bay, including Jackie Mittoo, Leroy Sibbles and Jay’s friend Wayne McGhie, who brought Caribbean vibes and rhythm to their new home. Shut out of the Canadian mainstream, they struggled to create a vibrant  musical culture through basement recording studios, independently owned record stores, house parties, and gathering places like Club Jamaica, The West Indian Federation Club and Club Trinidad.

Douglas performs a popular doo wop song, “You’re My Angel”, in a confident baritone voice, exciting the crowd. Word of his talent spreads through the community, and the teenager is recruited into The Cougars, a popular band of Jamaican expats. Soon, The Cougars, with Douglas as their front man, are headlining Le Coq D’Or, Toronto’s premiere nightclub. They’re only the second Canadian band, and first Jamaicans ever to play the storied club. 

Douglas and the Cougars are the hardest working musicians in town, recording records (with musical legend Jackie Richardson on backing vocals), touring across Canada, and headlining shows in their hometown. National TV appearances follow, along with opening slots for popular American acts like Cissy Houston’s Sweet Inspirations, Arthur Conley  and Joe Tex.

But the tiny, myopic Canadian music industry has no room for home grown Black music, especially performed by Jamaican immigrants.  Their records aren’t played on radio nor sold in record stores. The gigs begin to dry up. Bandmates take day jobs. Some return to Jamaica. Not Jay Douglas. He reinvents himself as a solo performer, playing weddings, banquets, hotel lounges, and hits the cruise ship circuit, performing for well-fed tourists on board and in exotic locales like Singapore and Hong Kong. No matter how large or small the audience, Jay never loses his love of performing. It’s what he was born to do. 

In the early 2000s, American hip hop DJ’s and producers began sampling and remixing “rare grooves” from long forgotten records by Toronto’s Jamaican musicians.  Everton Pablo Paul’s drumming on Wayne McGhhie’s “Dirty Funk”, is sampled by top producers like Q-Tip and DJ Supreme La Rock.  Vancouver musicologist and crate digger Kevin “Sipreano” Howes is intrigued, and discovers a rich trove of Toronto’s lost Jamaican music. He teams up Matt Sullivan, of Seattle record label, Light in the Attic, which specializes in rare re-issued records. 

Sullivan loves the obscure, funky music. After a year-long paper chase, by fortune he tracks down Jay Douglas, who reconnects with his old friend, the now reclusive Wayne McGhie. Sullivan re-releases McGhie’s long lost record Sounds of Joy, featuring the hit, “Dirty Funk”, to rapturous acclaim. But McGhie has been struggling with mental health issues and isn’t able to enjoy his music’s newfound popularity. 

The success of Sounds of Joy compelled  Sullivan to dig deeper into this Jamaican musical treasure chest, resulting in the release of Jamaica to Toronto, a compilation featuring Douglas and his band The Cougars. Jamaica to Toronto is a critical success and breathes new life into the careers of Douglas and his contemporaries. Five more full length reissued albums recorded by Jamaican Canadian artists follow. Douglas is the unofficial Jamaica to Toronto ambassador and introduces  the music to new and receptive audiences across the country. Overnight he goes from playing weddings and banquets to packed concert halls and festivals. Following more then four decades in music, Douglas is an “overnight sensation”. Douglas never stopped making music; it just took the world a while to take notice. 

Today, after more than 60 years in show business,  Jay Douglas is one of the most respected, loved, honoured and busiest performers in Canada, and is the unofficial “godfather” of Jamaican-Canadian music. He’s a multiple Juno award nominee, and the living embodiment of a musical and cultural movement,  recording and headlining shows with his band, The Jay Douglas’ All Stars, along with young artists like Dubmatix and Michee Mee, forging a link between the past and present. Pioneers like Douglas blazed a trail and made possible the success of today’s Canadian black music stars. Drake, The Weeknd, Daniel Caesar, Jesse Reyez & Alessia Cara stand on the shoulders of these artists.

Play it Loud! features appearances by legendary producer Sly Dunbar (of Sly & Robbie fame) rapper Cadence Weapon (Rollie Pemberton), singer Jackie Richardson, Everton “Pablo Paul”, reggae stars Adrian Miller and Carlene Davis, former Much Music host Michael Williams, and many others. 

DIRECTOR

GRAEME MATHIESON

Raised by parents who immigrated from Jamaica and Scotland respectively, Graeme’s heritage has had a lasting effect on his work as an award winning filmmaker. His exposure to diverse perspectives from a young age has fuelled a profound curiosity and nurtured his ability to empathize with people’s stories.

As a Director, Graeme's professional journey has been a global odyssey, spanning continents from Ethiopia to Chile, Jamaica to Japan. His portfolio boasts a diverse range of subjects, including collaborations with sprinter Ben Johnson, reggae stars Leroy Sibbles, Johnny Osbourne, Sly Dunbar, NBA star Danny Green, leader Jagmeet Singh and comedian Russell Peters. Graeme uses filmmaking to create an ethical space while digging deep into sensitive subject matter and working with communities that deserve a platform for their stories and history.

Graeme’s breadth of work is culturally rooted and consistently tells authentic stories that demand to be heard. His documentary series with the National Film Board of Canada Sounds & Pressure: Reggae in a Foreign Land, premiering summer of 2024, similarly aligns with his values and is inspired by his culture and love for reggae. This captivating five part anthology series, directed by Graeme, tells the stories of some of Jamaica’s brightest stars during the golden age of reggae as they leave their homelands to transform Toronto into a reggae mecca against all odds.

Determined to amplify underrepresented narratives through documentary and unscripted series, Graeme co-founded the production company Bonfire Originals. This venture underscores his dedication to shedding light on untold stories and historically marginalized voices, utilizing the power of visual storytelling to create meaningful impact.

Beyond his directorial achievements, Graeme’s other passion is digging through vinyl crates for rare soul, ska, reggae and funk music. Graeme is instantly recognizable in Toronto as DJ Gramera, a title earned through his 15-year tenure hosting “StolenSouls” on the community radio station CHRY 105.5FM. His passion for music extends beyond the airwaves, as he actively engages in DJing and curating the music he represents and loves.

CAST & CREW

Director
Graeme Mathieson

Executive Producers
Clement Virgo
Andrew Munger

Executive Producer, TVO
Alexandra Robert
Jane Jankovic

Production Executive, TV
Aidan Denison 

Independent Production Officer - TV
Linda Fong

Producer
Andrew Munger

Line Producer 
Colette Vosberg

Associate Producers 
Sarah Michael
Joanne Gnatek

Written by
Graeme Mathieson
Brina Romanek
Andrew Munger

Directors of Photography
Keenan Lynch
Kiarash Sadigh

Additional Camera 
Graeme Mathieson
Scott Burton
Mike Fiore
Steve W. Field

Editor
Brina Romanek

Additional Editing
Graeme Mathieson
Adrian Pop 

Music & Research Consultants
Klive Walker
Nicholas Jennings

Music Supervisor
Everton Lewis Jr, GMSC
Chantel Anais

Sound Recordists
Matt Beckett
Mike Fiore
Stewart MacLean

Assistant Camera
Ash Tailor
Ryan Rodrigues
Dan Tahmizian

DIT
Steve Lang

Production Coordinators
Joanne Gnatek
Shanysse Bynoe
Sarah Michael
Caitie Drewery

Assistant Director
Joanne Gnatek

Art Director
Chelsea Attong

Art Department Assistant
Stephanie Hanson

Production Design 
Peri Greig

Costume Designer
Darynel Beckford

Hair and Makeup
Racquelle Nembhard
Shaniqua Gittens
Stephanie Cruz

Storyboard Artist 
John Singer

Production Assistants
Jadon JB Wiliams
Patrice Walker
Brett Schummer


Archival Research
Jessica Joy Wise
Mark Kiss
Talia Woodbridge

Clearances
Jessica Joy Wise

Assistant Editors
Jillian Timmins
Kevin Shak

Story Editor
David New

Jamaica Crew
Sharon Schroeter - Fixer
Delroy “Dean” Johnson - Sound Recorder and Mixer
Marlon Mcintyre - Driver

Seattle Crew
Tom Pittinger - Camera
Luke Knect - Sound

Recreations

Cameron Greene – Everton Pablo Paul
Dana Carrabon – Coxsone Dodd, Band Member, Background
Empress Harmony – Jackie Richardson  
Eon Sinclair – Band Member
Ethan Henderson – Young Jay Douglas 
Gabriel Gherutchi – Mr Bulucan, Matt Sullivan, Background
Jephthe Beljour – Jay Douglas 
Kehinde Akanbi – Buddas, Background 
Ricky Cambia – DJ Supreme La Rock
Shahi Teruko – Noreen, Beverly, Cissy Houston

Post Production Supervisor
Kevin Shak 

Graphic Designer
Josh Kaplan

Title Design
Graeme Mathieson

Post Production Services by Picture Shop
Brandon Craggs - Finishing Producer
Mark Betteridge - Editor 
Arlene Moelker - Colourist

Sound Design Supervisor / Re-Recording Mixer
Daniel Pellerin

Interview / Sync Dialogue / Archive Editor
Michelle Irving

Sound Design / Effects Editor
Daniel Samaan for Sphera Post 

Sound Studio 
Formosa 

Legal
Kate Henderson
Daniel Henry 

Production Accounting
Kay and Warburton
Kimberley Howe

Featuring
Jay Douglas
Klive Walker
Michael Williams
Carlene Davis-Cowan
Lillian Allen
Cadence Weapon
Eddie Bullen
Nicholas Jennings
Ian Dawkins
Leroy Dunkley
Grub Cooper
Henry Marks
Sly Dunbar
Stan Pinnock
Demi Pinnock
Everton ‘Pablo' Paul
Jackie Richardson
Barry Malcolm
Onika Coar
Koelette Easy
Wendy Irving
David De Launay
Bobby Hsu
Meirion Kelly
Adrian Miller
Supreme La Rock
Matt Sullivan
Kairo McLean
Nana McLean
Maurice Gordon

Special Thanks

Alanna Stuart
Allison Mathieson
Alister Johnson
Andy Mathieson
Angelyn Francis
Barry Vail
Ben Shulman
Bill King
Brad Tilbe
BSMT254
Chantel 'Tash' Lamont
Charlyn Ellis
Chris Flanagan
Christine Malacas
Christina Viera
Courtney Betty
Courtney "Mikeyirish" Small
Dan “DJ Linx” Lockwood
Danae Peart
David Barnard
David De Launay
David McDermott
Dennis Passley
Division 88
Donna Bernardo‑Ceriz
Elwood “Woody” Saracuse
Eric Alper
Felicity Justrabo
Fernanda Pisani

Garfield McDonald
Greg Gooding
Guvnor General (Pressure Drop)
Ivan Evidente
Jason Wilson
Jay Nufunk Cleary
John Adams
Jorge Dacosta
Joyce Douglas
Justine Henzell
Kadisha Hope
Kennedy Salloum
Kevin Laverty
Kevin “Sipreano” Howes
KEXP Seattle
Kristi Korotash
Kilometre Music Group
Laura Schütte & Gary Abugan
(Invisible City Record Shop)
Lennon Crooks
Light in the Attic
Liza Paul
Mariam Petrovich
Matthew Keels
Meghan Warby
Mehernaz Lentin
Melissa Cameron
Michael Perlmutter
Mike Legere
Mojdeh Hassanvali

Motion
Navin Harrilal
Neil Armstrong
Neil Brewer
Noel Ellis
Norman (Jalani) Richmond 
Odario Williams
Ontario Jewish Archives
Oscar 'DJ Grouch' Betancourt
Patrick Williams
Phil Vessel
Raf Reza
Rana "Arcee" Chatterjee
Robin Mirsky
Robin Smith
Sam Gamper
Shane Guindon
Shane ‘DJ Sureshot’ Hunt
Sherien Barsoum
Stephen Paniccia
Surani Perera
Tasha T
10A Kingston
The Root Down
Tommy Cowan
Trudee & Rob Romanek
Vas Cranis
Virginia Mak
Wesley Anderson