For much of the late 1960s and early 1970s, the Caribbean, Jamaican and reggae music scene in Toronto was almost unrivaled in North America in terms of quality and performers. Jay Douglas (born Clive Pinnock), lead singer of The Cougars and one of the biggest and brightest talents of that time, is the subject of a fantastic new TVO Original documentary entitled Play It Loud! — How Toronto Got Soul. 

The films traces Douglas’ life from a young boy in Jamaica to immigrating to Canada in his teenage years and residing in Toronto with a host of other Jamaica-born artists such as Jackie Mittoo, Leroy Sibbles and Wayne McGhie, among others. With Toronto becoming a hotbed of Jamaican music, Douglas established himself as the lead singer of The Cougars, a fabulous group who performed a collage of genres (reggae/Caribbean/soul/ska/funk) wherever and whenever they could. Much of his story mirrors the evolution of Jamaican music and culture in Canada.

Whether it was the vibrant clubs on Toronto’s Yonge Street during that era, or performing in smaller towns in Northern Ontario or Quebec, the group dazzled fans despite little to no airplay or label support aside from appearing on one album entitled Caribana ’67. The influx of Jamaican musicians to Toronto brought a uniqueness to the city’s music footprint, particularly etched into certain neighbourhoods like Eglinton West’s Little Jamaica, and Kensington Market. Even though Toronto is now known as a mecca for Jamaican and Caribbean music, the city was not always so irie with the genre. Like many other Jamaican musicians who crossed the border, Douglas often faced musical and cultural roadblocks as Toronto was predominately white and Anglican run.

Douglas, described by legendary reggae producer Sly Dunbar as “the Lou Rawls of Jamaican music,” maintained a music career performing on cruise ships, banquets, and clubs long after The Cougars’ heyday. In 2006, influential hip-hop artists discovered a drum break from McGhie’s song “Dirty Funk.” That time and place in Canadian musical history was resurrected thanks to Jamaica To Toronto: Soul Funk & Reggae 1967-1974, a now legendary compilation issued by Seattle label Light In The Attic which shone the spotlight on the blazing Jamaican music scene.

Play It Loud — How Toronto Got Soul takes the journey with Douglas through the highs and lows, in a way akin to the 2012 critically acclaimed documentary Searching For Sugar Man about the rather obscure musician Rodriguez and one man’s search for the artist. Featuring interviews with Dunbar, vocalist Jackie Richardson, Cadence Weapon (Rollie Pemberton), former MuchMusic host Michael Williams and many others, and the music of Bob Marley, Bo Diddley, James Brown, The Cougars, Wayne McGhie, and others.

For an intriguing, intimate look at an incredibly underrated and then underappreciated era in Canadian music, Play It Loud — How Toronto Got Soul will stir your soul to seek out these artists and this incredible sound while shedding light on one of Canada’s most revered musicians.

Directed by Graeme Mathieson, produced by Andrew Munger (Once Were Brothers: Robbie Robertson and The Band), and Executive Produced by Clement Virgo (Brother, The Wire)

Play It Loud! — How Toronto Got Soul special advance preview screening Oct. 23 at 630 PM at Toronto’s The Royal Theatre (608 College Street) with limited tickets available to the public here. The screening will follow a live Q & A with Douglas himself, Jackie Richardson, Everton “Pablo” Paul, the filmmakers, and others.

This special screening will be followed by a broadcast and digital premiere early next year on TVO.

About the Author

Bryen Dunn is a freelance journalist with a focus on travel, lifestyle, entertainment and hospitality. He has an extensive portfolio of celebrity interviews with musicians, actors and other public personalities. He enjoys discovering delicious eats, tasting spirited treats, and being mesmerized by musical beats.