The Price was released in 1969 by Atlantic Records, produced by Jerry Wexler and Tom Dowd. The album includes the title track which became a minor hit on the R&B charts.
This work continues Burke's exploration of Southern soul, with influences from gospel and country. Critics highlighted his passionate delivery and the cohesion of the repertoire.
Although not one of his best-selling albums, The Price is valued by collectors for its vocal quality and the solidity of the horn and string arrangements.