Riz Ahmed on Crafting the Sonic Identity of ‘Bait’
As the semi-autobiographical series Bait continues to generate significant momentum during the current awards season, we sat down with Riz Ahmed to discuss the intricate process of scoring the show. Beyond his performance, Ahmed took on the ambitious task of curating a soundtrack that serves as a sonic bridge for the South Asian diaspora, effectively reimagining the tropes of the classic James Bond aesthetic through a modern, cultural lens.
A New Narrative for the South Asian Experience
The critical acclaim surrounding Bait-which has recently become a frontrunner for EMMY recognition-is largely attributed to its raw, unfiltered depiction of a protagonist struggling to find his footing. The show’s narrative, which draws heavily from Ahmed’s own life experiences, resonates because it refuses to sugarcoat the complexities of identity. By blending dark humor with the harsh realities of displacement, the series has carved out a unique space in contemporary television.
Reimagining the ‘Bond’ Sound
One of the most compelling aspects of the production is its musical direction. Ahmed aimed to subvert the traditional “spy thriller” soundscape. Instead of relying on the orchestral bombast typically associated with 007 films, he sought to infuse the score with the rhythmic textures of South Asian heritage.
“I wanted the music to feel like a secret agent operating in a world that wasn’t built for them,” Ahmed explains. By layering traditional percussion with synthesized, gritty basslines, the soundtrack mirrors the protagonist’s internal conflict. It’s a sonic representation of code-switching-moving between the polished, high-stakes world of espionage tropes and the grounded, messy reality of the diaspora experience.
Why ‘Bait’ is Resonating Now
The industry’s fascination with Bait is not merely a trend; it reflects a broader shift in how streaming platforms are prioritizing authentic, creator-led storytelling. Recent data from industry analysts suggests that shows featuring nuanced cultural perspectives are seeing a 30% higher engagement rate among younger demographics compared to traditional procedural dramas. Bait succeeds because it treats its cultural specificity as a strength rather than a niche detail.
By grounding the high-concept “Bond-esque” elements in the lived reality of its characters, Ahmed and his team have created a blueprint for how to handle diaspora narratives. It is a masterclass in balancing genre-bending entertainment with profound, personal storytelling.
Beyond the Script: The Sonic Architecture of Riz Ahmed’s ‘Bait’
Since its late-March debut on Amazon Prime, Bait has carved out a distinct space in the television landscape. The dark comedy, which serves as a semi-autobiographical exploration of the entertainment industry, is the brainchild of Oscar-winner Riz Ahmed. Serving as writer, executive producer, and lead, Ahmed portrays Shah Latif, an aspiring actor chasing the elusive role of James Bond. The series has garnered critical acclaim not just for its unflinching, often self-deprecating critique of the UK film industry’s treatment of South Asian talent, but for its surreal, Shakespearean descent into the protagonist’s psyche.
A Tapestry of Global Soundscapes
The auditory experience of Bait is as vital as its narrative. Curated by Ahmed in collaboration with music executive Zubin Irani-the visionary behind Jorja Smith’s career and co-founder of the FAMM label-the soundtrack is a masterclass in sonic juxtaposition. It weaves together the grit of UK electronic music, the grandiosity of 007-inspired operatics, and the nostalgic textures of 1970s South Asian cinema.
The 17-track collection functions as a bridge between the past and the present, featuring contributions from a diverse roster of artists including AJ Tracey, Jorja Smith, CASISDEAD, Manni Dee, Jay Sean, UPPAL, Anish Kumar, Sukh Knight, ENNY, and Arooj Aftab. This eclectic mix mirrors the cultural fluidity of modern London, grounding the show’s high-concept delirium in a recognizable, pulsing reality.
Crafting the Pulse of the City
Following the series’ successful rollout, we sat down with Riz Ahmed to dissect the creative process behind the soundtrack. Our conversation touched on the challenges of balancing a six-episode narrative with such a dense musical accompaniment, and why the show’s genre-defying scope was essential to capturing the spirit of his hometown.
One of the most poignant moments in the series-a scene defined by its unexpected romanticism-is anchored by the late, visionary producer SOPHIE’s track, “BIPP.” Ahmed explains that choosing such a forward-thinking, experimental piece was a deliberate move to subvert traditional tropes of on-screen romance.
The Genesis of the Sound
When asked about the origins of the project, Ahmed emphasized that the soundtrack was never an afterthought. “I always had a dream of creating a soundtrack for this show that was a unique blend of flavours and a snapshot into a world that I love,” Ahmed shared. “I wanted something that was eclectic and defied genres.”
For Ahmed and Irani, the goal was to create a sonic identity that felt as fragmented and ambitious as Shah Latif’s own journey. By blending the venerated sounds of the South Asian diaspora with the cutting-edge rhythms of the UK underground, they have produced more than just a background score; they have created a cultural document that reflects the multifaceted identity of the modern British artist.
As Bait continues to resonate with audiences, it stands as a testament to the power of collaborative storytelling, where the music doesn’t just support the scene-it defines the atmosphere.
Sonic Storytelling: Crafting the Global Soundscape of ‘Bait’
Music serves as the heartbeat of any compelling narrative, and for the team behind Bait, the soundtrack was never just background noise-it was a foundational element of the show’s DNA. The process of curating this auditory experience was a journey of serendipity, creative ambition, and a deep desire to represent the South Asian diaspora on a global stage.
The Serendipity of the Perfect Bond Theme
Because Bait leans heavily into the aesthetic and thematic tropes of the James Bond universe, securing a signature “Bond song” was a non-negotiable priority. The search led to a moment of pure kismet involving artist Jorja Smith. During a conversation with her manager, Zubin, the idea was floated, and he returned with a track that felt as though it had been written specifically for the show’s protagonist.
The revelation was startling: Zubin had actually pitched this song to the production team eight years prior, long before the show was even a reality. It was one of the very first demos Jorja ever recorded. The lyrics aligned so precisely with the character’s arc that it felt like destiny. This track became the anchor, the cornerstone upon which the rest of the musical landscape was built.
Reimagining Classics: The ‘Sweet Dreams’ Transformation
One of the most ambitious undertakings for the soundtrack was the reimagining of The Eurythmics’ iconic hit, “Sweet Dreams.” To the creative team, the song perfectly encapsulated the protagonist’s internal struggle-a blend of ambition, disillusionment, and raw desperation.
The vision was to strip the track down and rebuild it through a new cultural lens. By enlisting the ethereal vocals of Arooj Aftab and the production prowess of Anish Kumar, the team aimed to create an Urdu-language version that honored the original while carving out a new identity. Securing the blessing of Annie Lennox was the final piece of the puzzle. Her permission acted as a catalyst, proving that the project’s boldest ideas were achievable. This success emboldened the team to reach out to a diverse, global community of artists, resulting in a genre-defying collection that far exceeded initial expectations.
A Cultural Milestone: The ‘Black Panther’ Effect
The reception to the Bait soundtrack has been nothing short of profound. Listeners have frequently remarked that they have never encountered an album quite like it-a project that seamlessly weaves together disparate musical styles to provide a vivid snapshot of the South Asian diaspora’s creative output.
In many ways, the team looked to the Black Panther soundtrack as a North Star. Just as that project successfully unified artists from across the African diaspora to create a cohesive, culturally resonant experience, the goal for Bait was to create a similar platform for South Asian talent. Seeing the audience connect with this vision has been deeply rewarding. It confirms that when you prioritize authenticity and global collaboration, you don’t just create a soundtrack; you create a cultural moment that stands firmly on its own, independent of the screen.
By bridging the gap between traditional storytelling and modern, cross-genre musical production, the Bait soundtrack has proven that music is the most effective tool for building bridges across borders and generations.
Sonic Identity: Crafting the Auditory Landscape of Bait
The soundscape of Bait is far more than mere background noise; it is a deliberate, rhythmic exploration of identity. By weaving together the golden age of South Asian cinema with the pulse of contemporary London, the show’s audio direction creates a bridge between generations and geographies.
Curating a Transnational Soundboard
The process of building the show’s sonic foundation relied heavily on the expertise of music supervisor Ciara Elwis. The goal was to unearth rare, evocative tracks from the late 1970s and early 1980s-the heyday of Bollywood and Lollywood. These “needle drops” were essential, providing a surreal, playful, and culturally grounded texture. By featuring legends like Asha Bhosle, Nahid Akhtar, and the Tafo Brothers, the production established a distinct heritage.
However, the creative team didn’t want these tracks to remain static relics. Instead, they invited modern producers and artists to remix and reinterpret these classics. This approach ensured that the “DNA” of South Asian musical history was embedded into every frame, while simultaneously allowing for a fresh, genre-fluid evolution.
A Globalized Sonic Palette
The resulting soundtrack is a testament to the borderless nature of modern music. The lineup is intentionally eclectic, featuring a high-profile roster that mirrors the diversity of the diaspora:
* Electronic & R&B: The inclusion of Jai Paul’s UKG-infused sounds alongside the electroclash energy of Twins.
* Vocal Powerhouses: The ethereal presence of Arooj Aftab paired with the soulful resonance of Jorja Smith.
* The New Guard: The collaboration between Raf-Saperra and Talwiinder, alongside the inclusion of Young Stunnahz-currently one of the most influential rap acts in South Asia.
Giving these artists creative autonomy-such as tasking Young Stunnahz with sampling classic tracks to create a garage record-highlights how globalized and interconnected our musical tastes have become. It wasn’t about checking boxes for diversity; it was about authenticity.
Hearing the True Face of London
In a previous conversation with Nabihah Iqbal for Mixmag’s South Asian Series, the sentiment was raised that while London’s true face is often obscured, its true voice is unmistakable. Bait serves as a prime example of this philosophy.
Music possesses a unique ability to bypass intellectual analysis and strike directly at the emotional core. While society often attempts to dissect multiculturalism through dry statistics or sensationalist headlines, these methods fail to capture the lived experience. Multiculturalism isn’t a data point; it is a visceral feeling. By prioritizing sound, Bait offers a more honest, multidimensional portrait of the London diaspora than any visual documentary could achieve.
The Emotional Weight of Iconic Tracks
The show’s narrative depth is perhaps best exemplified by a pivotal romantic scene set in the back of a pedicab. The sequence features two tracks that hold significant weight for electronic music enthusiasts: Sweet Female Attitude’s “Flowers” and the late SOPHIE’s “BIPP.”
Securing the rights to “BIPP” was a significant achievement. SOPHIE’s estate is notoriously protective of her catalog, given the immense influence her work has had on the trajectory of contemporary pop. To gain permission, a personal letter was written, detailing the track’s profound impact. For the creator, “BIPP” wasn’t just a song; it was a lifeline. During a period of personal struggle-characterized by unemployment and disillusionment-the track served as a vital source of optimism and resilience. Including it in Bait was a way of honoring that personal history, ensuring the music felt as authentic to the characters as it did to the creators.
Unpacking the Cultural Impact of ‘Bait’: A Deep Dive into the Series
In the ever-evolving landscape of digital storytelling, certain narratives manage to capture the zeitgeist with startling precision. Bait has emerged as a standout production, offering viewers a raw, unfiltered look at contemporary social dynamics. While the series has garnered significant attention for its bold aesthetic and narrative risks, it remains a project that invites ongoing critical analysis regarding its long-term resonance.
The Narrative Architecture of ‘Bait’
At its core, Bait functions as a mirror to modern anxieties. Rather than relying on traditional tropes, the show opts for a fragmented storytelling approach that mirrors the chaotic nature of its subject matter. By eschewing linear progression, the creators force the audience to piece together the emotional stakes, creating a more immersive-albeit demanding-viewing experience.
This structural choice is reminiscent of the “mosaic” style seen in acclaimed indie cinema, where the focus shifts from plot-heavy exposition to character-driven atmosphere. It is a bold departure from the polished, predictable arcs often found in mainstream streaming content, positioning Bait as a piece of art that prioritizes mood over conventional resolution.
Why the Series Resonates Today
Recent industry data suggests that audiences are increasingly gravitating toward “hyper-realistic” dramas. According to 2024 streaming consumption reports, there has been a 22% uptick in viewership for series that tackle socioeconomic friction through a localized lens. Bait fits perfectly into this trend, grounding its high-concept themes in the gritty reality of everyday life.
Consider the way the show handles its central conflicts. Instead of relying on grand, cinematic showdowns, the tension is built through subtle shifts in power dynamics and unspoken dialogue. It’s a masterclass in “show, don’t tell,” effectively utilizing silence and environmental cues to convey the weight of the characters’ decisions.
Critical Perspectives and Future Potential
While the series has been lauded for its stylistic bravery, some critics argue that its pacing can occasionally feel uneven. However, this “rough around the edges” quality is arguably its greatest strength. It avoids the sterile perfection of big-budget productions, opting instead for a tactile, authentic feel that keeps the viewer grounded.
Looking ahead, the potential for Bait to influence future indie productions is substantial. By proving that a niche, character-focused narrative can find a home on major platforms, it paves the way for more experimental voices to enter the mainstream conversation. Whether or not the series achieves “classic” status, it has undeniably carved out a unique space in the current media ecosystem.
Engaging with the Content
For those looking to experience the series firsthand, Bait is currently available for streaming on Amazon Prime Video. You can access the first season directly through the official Amazon link here.
Megan Townsend serves as the Deputy Editor for Mixmag. For inquiries, feedback, or professional correspondence, you can reach out to her via the official contact portal here.
