Maroon 5 released their seventh studio album,
Jordi, in 2021, followed by the 2023 standalone digital single "
Middle Ground" and its remix with
Mickey Guyton. In April 2025, lead singer
Adam Levine confirmed on
The Tonight Show Starring Jimmy Fallon that the band was planning on releasing a single "at the end of the month-ish". The single would precede a new album slated to release around the summer and a tour starting "in the fall-ish". On April 23, 2025, Maroon 5 posted an
Instagram photo taken from behind of Levine and a mystery lady standing side by side, staring out of a floor-to-ceiling window at a nighttime cityscape. The next day, Lisa posted a clip with an audio snippet on her Instagram Story of herself lying back while seemingly filming a video in the same outfit as the original photo. On April 25, Maroon 5 confirmed their collaboration on "Priceless" and posted pre-save links for the release on
Spotify and
Apple Music alongside a short video showing Levine and Lisa playfully posing together during a photoshoot as the song's chorus played in the background. The band also shared a 15-second teaser on its Instagram Story of the track, while Levine posted black-and-white photos from its music video on his personal Instagram account, featuring a clapperboard with the names of director Aerin Moreno and cinematographer Russ Fraser as well as an aerial view image of Levine and Lisa resting against a balcony. On April 28, Maroon 5 revealed the song's release date of May 2 and its cover art featuring Levine and Lisa. ==Composition==