The Yorkton Film Festival has announced the first round of nominees for the 2025 Golden Sheaf Awards, with Ultramagnetic Productions’ new documentary Play it Loud! How Toronto Got Soul earning a nomination for Best Arts/Culture Film.
The TVO Original doc reveals the vibrant but largely ignored Toronto Jamaican music scene from the 1960’s to the ‘90’s, through the life and music of the legendary Jay Douglas. The teenaged Douglas moved to Toronto to join his mother in 1963 and was quickly initiated into a thriving, underground Black music scene. As the lead singer of The Cougars, a group that included local legends Jackie Richardson, Jo Jo Bennett and Everton “Pablo” Paul, Douglas broke into the competitive Yonge Street music scene as one of only two bands to play at the storied Le Coq d’Or. The other group was Ronnie Hawkins’ Hawks, precursor to The Band.
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Directed by Graeme Mathieson, produced by Andrew Munger with Clement Virgo as EP, Play it Loud! has been enjoying a surprisingly successful theatrical run with sold out screenings in Toronto (re-opening the Hot Docs Ted Rogers Theatre), Vancouver, Hamilton, Waterloo and Whitehorse.
Producer Andrew Munger attributes the success in engaging audiences, especially in the dead of the coldest winter in decades, to the strategy of making every screening an “event” featuring lively post screening conversations with the filmmakers and cast, often concluding with a Bob Marley singalong led by the film’s star Jay Douglas.
To promote the film, Munger used his learnings from producing the music docs Once Were Brothers: Robbie Robertson and the Band and Buffy Sainte-Marie: Carry it On. A music documentary, especially one celebrating a great artist or culture, presents many opportunities for cross promotion. He partnered with Exclaim Magazine and Austin’s Light in the Attic Records for record and ticket giveaways, created an in-store event featuring Jay Douglas live at Sonic Boom Records (Toronto’s leading independent record store), and presented Jay live in performance at the Drake Hotel with Lula World Promotions and Jeff Rogers’ Handsome Boy Records. The producers also worked with Jamaican Canadian personality and influencer Danae Peart (CBC Commotion and Vibe105 FM) to engage with Jamaican and Caribbean communities. Play it Loud!’s theatrical release was supported by Ontario Creates and Telefilm Canada’s Marketing and Distribution funds, in concert with domestic distributer White Pine Pictures.
Play it Loud! was developed in collaboration with TVO Docs and further supported by the CMF, Telefilm Canada, Ontario Creates, Rogers Documentary Fund, Slaight Hot Docs Music Fund and federal and provincial tax credits. Play It Loud! is currently streaming on TVO (TVO Docs YouTube channel, TVO.org and Smart TV app) and Knowledge Network.