On Wednesday, October 23, a landmark event in Canadian music history took place as the first public screening of the documentary Play It Loud: How Toronto Got Soul premiered at The Royal Theatre in Toronto.
Directed by Graeme Mathieson and produced by Andrew Munger, the film shines a spotlight on the life and career of Jay Douglas, a pivotal figure in the evolution of soul, funk, and reggae music in Canada. This documentary is not only a celebration of Douglas’s enduring legacy but also an exploration of how Jamaican music profoundly influenced Toronto’s cultural landscape.
The film is an in-depth look into the life of Jay Douglas, born Clive Pinnock in rural Jamaica. Douglas arrived in Toronto from Montego Bay in the early 1960s as a young man with dreams of a musical career. From singing at talent shows in Jamaica to becoming a staple in the Toronto music scene, Douglas’s journey is as much a tale of personal triumph as it is a story of the broader Caribbean diaspora’s influence on Canadian culture. Through his story, Play It Loud explores how marginalized cultural movements find a place in mainstream society, even when history might overlook their contributions.
The documentary is not just about one man but an entire musical movement. It focuses on how Jamaican music, though little recognized within Canada, became an integral part of the country’s cultural identity. Toronto, as one of the most prominent international hubs for the Caribbean diaspora, was fertile ground for this vibrant fusion of musical styles. From ska and reggae to rock steady, soul, and rhythm and blues, this documentary delves into the complexities of Jamaican music’s migration and its lasting impact on Canada’s black music culture.
Douglas was part of a wave of Jamaican musicians who brought their sounds to Canada, alongside talents like Jackie Mittoo, Leroy Sibbles, and Wayne McGhie, all of whom found a home in Toronto’s music scene. While these artists struggled to gain mainstream acceptance, they built a thriving underground movement. Working out of basement recording studios, playing house parties, and gathering at clubs like Club Jamaica and The West Indian Federation Club, they kept the music alive despite the challenges they faced.
The film takes viewers back to Montego Bay, where a 12-year-old Clive Pinnock first showcased his talent by winning a local talent show. His early encounters with reggae legends, including a young Bob Marley, foreshadowed a career in music. After moving to Toronto at 17, Douglas quickly made a name for himself, joining the popular band The Cougars. As the first Jamaican band to headline Toronto’s famous Le Coq D’Or nightclub, The Cougars made history, breaking barriers for Caribbean musicians in a Canadian music scene that was reluctant to embrace black artists.
Douglas’s rise to fame wasn’t without challenges. Despite his talent and hard work, the Canadian music industry was largely uninterested in Jamaican music, leaving Douglas and his peers without the support they needed. Nevertheless, Jay persisted, reinventing himself as a solo performer when The Cougars disbanded. From weddings to cruise ships, he never stopped performing, driven by a love for music that refused to fade.
The early 2000s brought a revival of interest in Toronto’s lost Jamaican sound. When hip hop producers began sampling old tracks, the music of Jay Douglas and his contemporaries found new life. Record label Light in the Attic reissued Wayne McGhie’s long-forgotten album Sounds of Joy, and soon after, the compilation Jamaica to Toronto reignited interest in the musical contributions of Jamaican Canadians. Douglas, now recognized as a trailblazer, became a key figure in promoting this rediscovered music.
Today, after more than six decades in the industry, Jay Douglas is one of the most respected and beloved performers in Canada. He has been nominated for multiple Juno Awards and remains an active force in the music scene, performing with his band, The Jay Douglas All Stars. His influence continues to resonate, bridging the gap between past and present. Contemporary Canadian artists like Drake, The Weeknd, and Daniel Caesar owe part of their success to pioneers like Douglas, whose perseverance helped create a space for black music in Canada.
Play It Loud captures this rich history with a cast of musical legends, including Sly Dunbar of Sly & Robbie fame, singer Jackie Richardson, and rapper Cadence Weapon. Through these voices, the documentary not only celebrates Jay Douglas but also acknowledges the unsung heroes of Jamaican Canadian music who helped shape Toronto’s diverse and dynamic sound.
The film is set for more theatrical screenings later this year before its eventual release on network television. With Play It Loud, Toronto finally acknowledges a vital chapter in its cultural history—a story of soul, struggle, and triumph.