Play It Loud! — How Toronto Got Soul, the feature documentary documentary, 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) has been nominated for 2026 Canadian Screen Awards for Best Biography or Arts Documentary Program or Series.
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, lead singer of The Cougars and one of the biggest and brightest talents of that time, is the subject of this fantastic TVO Original documentary from Toronto’s Ultramagnetic Productions. Play It Loud! – How Toronto Got Soul enjoyed its World premiere at Toronto’s The Royal Theatre in October 2024, drawing a lineup around the block, before opening the Hot Docs Doc Soup season in December. Play it Loud! has gone on to play theatrically and in festivals across Canada, the U.S. and the U.K., winning laurels at the Yorkton Television Fest, New Orleans Black Film Festival, the U.K.’s Windrush Film Festival in Liverpool and the Los Angeles Pan African Film Festival.
Play It Loud! – How Toronto Got Soul traces Douglas’ life from his childhood 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.
Featuring appearances by Sly Dunbar, vocalist Jackie Richardson, Cadence Weapon (Rollie Pemberton), Lillian Allen, Adrian Miller, former MuchMusic host Michael Williams and many others, and the music of Bob Marley, Bo Diddley, James Brown, The Cougars and Wayne McGhie, Play It Loud was financed by TVO, Canada Media Fund, Telefilm, Ontario Creates, Rogers Documentary Fund, Knowledge Network BC and the Hot Docs–Slaight Family Fund.
Canada’s High Commission in Kingston, Jamaica is sponsoring the film’s Jamaican premiere on April 15, Canadian Film Day.
Ultramagnetic is in development on multiple projects including The Correspondent: Getting the Story is Half the Battle which examines the contemporary threat facing journalism through the life and career of legendary British/Canadian foreign correspondent Michael Maclear. The Correspondent is being developed with Ontario Creates and NHK Japan, with Takahiro Hamano, ex NHK exec as co-producer. Other projects include the series Sound Check: Tales From the Musical Underground. Equal parts Netflix’s Song Exploder and Parts Unknown, co-creator, Polaris Prize winning rapper Rollie Pemberton (Cadence Weapon) in the Anthony takes us on an immersive, intimate journey into the world of Canadian independent music. Also on the slate are Decrypted: Cybercrime, in development with true crime veteran Barbara Shearer, the “Untitled Science Project”, a top secret follow up to 2018’s successful Toxic Beauty, and Michael’s Wars, a scripted feature film.