Jorja Smith unveils “Price Of It All,” a new track lifted from the upcoming soundtrack to Bait, the highly anticipated Prime Video series created by and starring Riz Ahmed, an Academy Award and Emmy winner. Released alongside a visualiser, the song serves as an early glimpse into the sonic landscape of the show ahead of its premiere later this month, setting the tone for the project’s wider musical identity.
Bait is a six-part, genre-blurring series centred on Shah Latif, a struggling British-Pakistani actor whose life begins to unravel just as a major opportunity presents itself—landing a final audition to become the next James Bond. What initially appears to be a breakthrough moment quickly spirals into a turbulent, high-stakes four-day period, where personal and public pressures begin to collide. As family expectations, questions of identity, the lure of fame, and the intensity of online scrutiny converge, Shah is forced to confront both his ambitions and his sense of self.
Take it in above.