Pan African Film Festival 2026

PLAY IT LOUD! HOW TORONTO GOT SOUL

Directed by Graeme Mathieson

Canada/Jamaica/USA, 2025, 1h 23min, DCP

Pan African Film Festival 2026

AFS Cinema

6406 N I-35 Suite 3100 Austin, TX 78752

Showtime

Fri, Jul 31

Pricing

$14 evening / $11.50 matinee (available M-F for shows before 5 PM)

$4 discounts for AFS MAKE & WATCH members. Free for LOVE & Impact Circle members.

Discounts for AISD educators and local high school & college students are available at the box office with a valid school ID.

Accessibility

See more about the venue’s accessibility here.

This documentary reveals how many of Jamaica’s biggest stars turned Toronto into a Jamaican music mecca. The film tells the story through the life of beloved reggae singer Jay Douglas, an O.G. still going strong 60 years after the story begins. The Jamaicans built a vibrant culture of basement studios, record stores, and house parties, recording extraordinary tracks, forgotten until an American record label discovered and released the long-lost recordings, breathing new life into their careers. Representatives from the film will be in attendance for a live Q&A. 

Texas Premiere

CREDITS
Director: Graeme Mathieson; Writers: Graeme Mathieson, Brina Romanek, Andrew Munger; Producer: Andrew Munger; Executive Producers: Clement Virgo, Andrew Munger
Featuring Jay Douglas, Sly Dunbar, Michael Williams, Cadence Weapon, DJ Supreme, Lillian Allen, Adrian Miller, and Jackie Richardson

AWARDS
Best First Feature Documentary — Pan African Film Festival, 2026
Best Documentary — Windrush Film Festival (UK), 2025

PAN AFRICAN FILM FESTIVAL PASSES

Purchase a PAFF pass for tickets to all six PAFF screenings, taking place Thursday, July 30–Saturday, August 1, and receive 25% off the full ticket purchase price. AFS Members receive additional discounts on passes and individual tickets. The PAFF pass includes one ticket to each film screening and the opening-night reception.

This project is supported in part by an Elevate Grant of Austin Arts, Culture, Music and Entertainment.This project is supported in part by a grant from the Texas Commission on the Arts.

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