Douglas (born Clive Pinnock) recounts his journey with the help of legendary producer Sly Dunbar (Sly & Robbie), Cadence Weapon, and former MuchMusic host Michael Williams, among others. Born in Jamaica, Douglas started singing in church, where his gift immediately stood out. He participated in local talent competitions before joining his mother in Canada when he was 15.

As a Central Tech High School student, his reputation as a talented singer spread quickly. At 17, he was asked to audition for his eventual band, the Cougars. His effortless showmanship made him a perfect fit, and the band quickly took off. Douglas remembers finding the means to take care of his family at an early age.

“While I’m a student at Central Tech and also singing part-time with the Cougars, that’s where I had to chip in,” he says. “When I went on the road with the Cougars, I had to make sure I sent back mattresses by express truck from Quebec for my brothers and sister; I had to help financially in so many ways.”

Play It Loud transports us to the ‘60s, and Mathieson crafts a vivid image of life on the road for Jay Douglas and the Cougars. Images of the band’s enormous popularity in Quebec and the excitement of performing in the Yonge Street clubs at the time are some of the documentary’s highlights.

The film remains honest, showing Douglas pursuing a solo career. Following his peak with the Cougars, he continued singing on cruise ships, at weddings and in banquet halls as Jay Douglas and the All-Star Band. 

In 2006, Jamaica to Toronto: Soul, Funk & Reggae 1967-1974 was released. It became an instant hit, and his most recognized release. This legendary compilation revived Douglas’ career and brought his voice to a new generation. Released almost 50 years after he started, it couldn’t have come at a better time. 

“God is so great. It came at a time when I needed it,” he says. “Jamaica to Toronto helped everybody in the industry.”

Years later, he is a three-time Juno Award nominee who performs worldwide, but he is still hyper-focused on inspiring the next generation. When producer Andrew Munger approached him to do a documentary on his life, his first question was “How will the young generation benefit from the project?” Initially, he didn’t get the answer he was looking for, but this didn’t prevent him from moving forward.

Later on, he met Mathieson, a DJ of Jamaican heritage, and this made Douglas feel comfortable: “Couldn’t ask for a better director than Graeme, what he did and what he got out of me,” he says.

Douglas’ initial question still remained on his mind as they began filming. They went to Jamaica and shot some scenes in Montego Bay, where he went to Sunday School. The kids ran them ragged, full of energy, asking them for money to buy ice cream. At dinner later that evening with Mathieson, he finally got the reassurance he wanted. 

“Jay, remember you asked me two years ago, ‘What’s in it for the kids?’” Mathieson says. “I didn’t give you a proper answer. Well after the experience we had today; we share your sentiments.”

The film immortalizes one of the most influential figures in Canadian music history, as Mathieson brings the Jay Douglas story to a new audience with this film. 

Play It Loud premieres at the Vancouver International Film Festival on Feb. 7.

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