Jorja Smith releases “Price Of It All”, taken from the forthcoming soundtrack to Bait, the highly anticipated Prime Video comedy series created by and starring Academy Award and Emmy winner Riz Ahmed. Arriving alongside a visualiser, the track offers the first introduction to the wider musical world of the series ahead of its premiere later this month.
Bait is a new six-part genre-bending series that follows Shah Latif, an out-of-work British-Pakistani actor whose life begins to spiral when he lands the final audition to play the next James Bond. What begins as a moment of opportunity quickly turns into a chaotic four-day journey as family, fame, identity and online scrutiny collide. Blending psychological thriller elements with sharp comedy and family drama, the series explores universal themes of belonging, ambition and self-perception in contemporary London.
Music plays a central role in shaping the atmosphere of Bait. The soundtrack draws together a wide range of influences, from cinematic orchestration and psychedelic Pakistani film music of the 1970s to contemporary UK and South Asian artists, reflecting the show’s hybrid cultural identity. Bridging genres and generations, the music mirrors the series’ bold blend and exploration of different genres, crossing cultural boundaries to tell a global story.
The official soundtrack album, Bait (Music From the Original Series), arrives on March 25, followed by an extended soundtrack featuring music inspired by the show on April 16, alongside the official music video for “Price Of It All”.
Jorja Smith’s “Price Of It All” sits at the centre of the soundtrack’s musical landscape. Written as a cinematic theme for the series, the track reflects the heightened emotional stakes surrounding Shah’s pursuit of success and validation. Built around sweeping orchestral arrangements and layered instrumentation, the song gradually expands from an intimate opening into a powerful, slow-burning composition that places Jorja’s unmistakable vocal at the centre of an expansive soundscape.
The release also arrives during a milestone year for Jorja Smith, marking ten years since her debut single “Blue Lights” first introduced her voice to the world in 2016. Throughout 2026 she will celebrate the anniversary with a series of special releases reflecting on the foundations of her career, alongside a return to the global stage including shows supporting Harry Styles on his extended Together, Together world tour, with six performances at Mexico City’s Estadio GNP Seguros this summer. Jorja Smith has also recently been announced as a co-headliner at All Points East in London’s Victoria Park this August, where she will curate the line-up alongside Tems.