Jorja Smith – ‘Price Of It All’ New Song From ‘Bait’ Soundtrack
Jorja Smith’s latest single, “Price Of It All,” is a darkly compelling offering from the soundtrack of the upcoming Amazon Prime Video series Bait, written by and starring Riz Ahmed. The track, released earlier this week, arrives ahead of the show’s premiere on Wednesday, March 25th, and already has Smith herself buzzing with excitement. “I’ve already seen it and Ahhh it’s so gooooooddd!!!” she shared on social media.
A Menacing Tone for a Complex Narrative
“Price Of It All” isn’t simply background music; it’s a tonal indicator. Described as “menacing” by NME, the song blends nocturnal, trip-hop beats with Smith’s signature haunting vocals. Lyrics like “I’m not afraid to die today / I could have chose somebody else to love” hint at the psychological weight and high stakes at the heart of Bait. The song is available to stream now, with a visualizer accompanying its release on YouTube. Watch the visualizer here.
Riz Ahmed’s Bait: A Collision of Worlds
Bait centers on Shah Latif, a British-Pakistani actor played by Ahmed, whose life unravels as he nears a potential breakthrough – landing the role of the next James Bond. The six-episode series promises a blend of psychological thriller, comedy, and family drama, exploring themes of belonging, ambition, and self-perception in contemporary London. The premise, as detailed by Indulge Express, depicts a chaotic four-day period where Latif’s personal and professional lives collide.
A Soundtrack Reflecting Cultural Fusion
Smith isn’t the only artist contributing to the Bait soundtrack. The series boasts a diverse lineup of musicians, including Arooj Aftab, Jay Sean, Anish Kumar, Veyah, Origin Unknown, and MC Shabba D. This eclectic mix reflects the show’s own hybrid cultural identity, drawing from cinematic orchestration, psychedelic South Asian film music, and contemporary UK and South Asian artists. The soundtrack aims to mirror the series’ bold blend of genres and exploration of different cultural boundaries.
Smith’s Busy Schedule: From Festivals to Stadiums
The release of “Price Of It All” comes amidst a busy period for Jorja Smith. She’s slated to co-headline London’s All Points East festival this summer alongside Tems. Tickets for the festival are still available. She’s also opening for Harry Styles in Mexico City as part of his ‘Together, Together’ tour in July, and will perform at Radio 1’s Big Weekend in Sunderland in May.
AI and Artistic Ownership
Smith’s involvement with Bait arrives after a late-2025 incident where her record label publicly addressed the unauthorized use of AI to clone her voice. The label condemned the creation of an AI-generated track mimicking Smith’s vocals, highlighting a growing concern within the music industry regarding artistic ownership and the potential misuse of artificial intelligence. This incident underscores the importance of protecting artists’ intellectual property in an increasingly digital landscape.
Looking Back: ‘Falling Or Flying’ and a Decade of Music
Smith’s most recent studio album, ‘Falling Or Flying,’ was released in 2023. Prior to “Price Of It All,” she revisited her earlier work with the release of “Don’t Leave,” a song originally recorded in 2015, to commemorate the 10th anniversary of her debut single, “Blue Lights.” This retrospective gesture demonstrates a connection to her artistic roots while simultaneously pushing forward with recent projects like the Bait soundtrack.
What’s Next for Bait and Jorja Smith?
The immediate focus is the March 25th premiere of Bait on Amazon Prime Video. Following the series launch, the full soundtrack will likely become available on major streaming platforms. For Smith, the summer promises a packed schedule of festival appearances and stadium shows, solidifying her position as a prominent figure in contemporary music. The success of “Price Of It All” could also signal a deeper dive into composing for visual media, potentially opening new avenues for her creative expression.