Abstract
The sector of creative industries is attracting growing international attention for its economic potential and
especially its contribution to the rejuvenation of declining localities and spaces. In South Africa an
understanding of creative industries is critical to inform policy analysis at both the national and sub-national
scales of analysis. The objective in this paper is to contribute to the small existing body of literature on
creative industries in South Africa by examining the directions followed by creative industry entrepreneurs
who have established businesses in central Johannesburg. The specific task is to investigate the
characteristics of creative entrepreneurs, their business organisation and location choice. The results show
an expanding and dynamic community of passionate creative entrepreneurs who are choosing to operate
their businesses in particular parts of Central Johannesburg on the grounds of its accessibility, diversity,
affordability and increasing trendiness. The key issues and challenges about locating in Central
Johannesburg need to be understood by policy-makers and planners in terms of crafting and maintaining
a favourable business environment for the continued establishment and expansion of creative enterprises
therein.