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.