This paper performs an ethnographically informed sociolinguistic analysis of language use in contemporary Danish rap. The analytical observations are contextualized by drawing on knowledge from interviews with stakeholders from the music industry and ethnographic fieldwork performed amid a group of young rappers. Based on this inquiry, it is claimed that while current Danish rap may be innovative and renew the way language is employed compared to the linguistic tendencies of the Danish hip hop market before 2013, it does not extend the way language as such is talked about, but to some degree renders existing value ascriptions.