The purpose of this study is to explore the impact of identity-salient language on rapper performance. Social identity theory literature acknowledges that there is an in-group favoritism effect when entrepreneurs form a connective identity with their followers. However, little research has addressed how the salient identity themes of an entrepreneur their followers connect with them. This research suggests that identity-salient language stimulates follower reactions. This study examines how the content of song lyrics can influence the salient portions of individuals social identity in identifying with entrepreneurs. This study consists of data collected from 81 rappers. This study brings 3 main contributions to literature. First, this dissertation expands the contexts in which communication is studied in social identity theory, impression management, and signaling research. Second, this dissertation extends our understanding of how social groups respond to entrepreneurs they relate to. And third, this dissertation extends our understanding of how entrepreneurs can leverage their social identities to communicate with their audiences.