Jorja Smith steps into spy mode in cinematic video for Price of It All

Jorja Smith has released a striking new video for her latest single Price of It All, tying into the newly dropped soundtrack for Prime Video series Bait.

Directed by KC Locke, the video leans into a cinematic, action-inspired aesthetic, with Smith shifting between different spy and assassin personas. From slow-motion shootouts to stylised fight sequences, the visual plays with familiar genre tropes, matching the tone of the series it’s connected to.

The track features on the 17-song Bait “Inspired By” soundtrack, which brings together a wide mix of artists including AJ Tracey, ENNY, Riz Ahmed, CASISDEAD and Arooj Aftab. The project spans a range of styles, reflecting the show’s blend of psychological thriller, comedy and drama.

Bait itself follows Shah Latif, an out-of-work British-Pakistani actor whose life begins to spiral after landing an audition to play the next James Bond. Starring Riz Ahmed, the series unfolds over a chaotic few days, exploring fame, identity and pressure in modern London.

The release also lands during a milestone year for Smith, marking a decade since her breakout single Blue Lights. Alongside new music, she’s set to return to live performance with major shows, including a co-headline slot at All Points East later this year.

The Price of It All video and the Bait soundtrack are both available now, with the series streaming on Prime Video.

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Image: Courtesy of Jorja Smith

For further information, visit Jorja Smith’s website here.

Watch the video for Price of It All here: