Play It Loud! How Toronto Got Soul

In early 1960s Toronto, a white, Anglo-centric city, an underground music scene emerged from the Jamaican diaspora, led by newcomers like Jackie Mittoo, Wayne McGhie, and a young Jay Douglas. Battling racism and indifference, they left a lasting but underrecognized mark on Canadian music and culture. Nearly 60 years later, Jay Douglas still champions Jamaican music and is finally receiving long-overdue recognition. Play It Loud is a feature documentary that tells the little-known story of how Jamaican music became a vital, unlikely part of Canadian culture. It traces a cultural migration that made Canada a global hub for Jamaican music - celebrated abroad but overlooked at home. Told through the life and music of beloved singer Jay Douglas, born Clive Pinnock in rural Jamaica, the film follows his journey from teen performer to enduring icon.

Directed by Graeme Mathieson, Play It Loud! How Toronto Got Soul leans on a strong ensemble — Jay Douglas, Jackie Richardson, Lowell 'Sly' Dunbar — to carry a story that balances spectacle with character.

The film landed with audiences for its craft and performances, and remains one of the most talked-about music titles of 2024.