As reggae legend Jay Douglas prepares to receive the 2026 Reggae North Living Legend Award, audiences are also discovering the acclaimed filmmaker who brought his remarkable musical journey to the screen—award-winning Toronto director Graeme Matheson.
Matheson is the creative force behind the acclaimed feature documentary ‘Play It Loud: How Toronto Got Soul,’ a powerful film that celebrates Jay Douglas’ extraordinary career while exploring the profound influence of Caribbean music and culture on Toronto’s musical identity. Through intimate storytelling and rich historical context, the documentary captures the resilience, talent, and legacy of one of Canada’s most influential reggae and soul pioneers.
Raised by parents who immigrated from Jamaica and Scotland, Matheson’s multicultural upbringing has shaped both his perspective and his approach to filmmaking. His curiosity about people, cultures, and untold histories has taken him around the world—from Ethiopia and Chile to Jamaica and Japan—creating documentaries that give voice to communities and stories often overlooked.
Throughout his career, Matheson has collaborated with an impressive range of cultural icons and public figures, including reggae legends Leroy Sibbles, Johnny Osbourne and Sly Dunbar, Olympic sprinter Ben Johnson, NBA champion Danny Green, comedian Russell Peters, and political leader Jagmeet Singh. Regardless of the subject, his work is driven by authenticity, empathy, and a commitment to preserving important cultural histories.
His passion for reggae music is evident throughout his body of work. In 2024, he directed and wrote the National Film Board of Canada’s five-part documentary series ‘Sounds & Pressure: Reggae in a Foreign Land,’ which chronicles how Jamaican musicians helped transform Toronto into an international reggae capital during the genre’s golden era. The acclaimed series earned Best Documentary Series and Best Directing honours at the Baltimore New Media Festival.
Matheson is also the co-founder of Toronto-based production company Bonfire Originals, where he continues to develop documentary films and unscripted series focused on underrepresented voices and untold stories. His mission is to use visual storytelling to create meaningful conversations while preserving histories that deserve to be remembered.
Away from filmmaking, many Torontonians know him as DJ Gramera, having spent more than 15 years hosting StolenSouls on CHRY 105.5 FM. A passionate collector of rare soul, ska, reggae, and funk records, he continues to share his love of music through vinyl DJ sets and community events across the city.
Graeme Mathison & Jay Douglas
‘Play It Loud’ has become one of Matheson’s most celebrated achievements. The film earned multiple honours in 2025, including Best Documentary at the Windrush Caribbean Film Festival, the Audience Choice Award at the Caribbean Tales International Film Festival, and the Documentary Arts/Culture Award at the Yorkton Film Festival.
As Jay Douglas is recognized with the 2026 Reggae North Living Legend Award, ‘Play It Loud’ stands as a lasting tribute to his extraordinary legacy—and to the vision of director Graeme Matheson, whose commitment to authentic storytelling continues to preserve the history of reggae music and the communities that helped shape Canada’s cultural landscape.