The growing economic and social importance of the creative industries - activities in which creativity is the essence of the business, covering the cultural and artistic production - is not yet reflected in the generation of studies on their managerial and organizational issues. Research on this area is important both for practical application in the guidance of industry professionals, and to contribute to theoretical formulations. Therefore, the aim of this thesis is to understand the production in the creative industries from the perspective of its main actors - the creative people and managers that relate to them - looking at how they work, what they want, how they interact and what difficulties they face. A qualitative research in a constructive line was carried out, based on interviews with independent creators - writers and visual artists - and the managers involved in their activities. The survey results suggest that the creators have an intrinsic motivation related to the exercise of artistic activity in itself and there is no need to intervene in their creative process. Moreover, the managers of the groups studied - publishers and gallery owners - basically act as distributors or resellers, and their focus of interest is in the product and not the artist. They are managers of the product, treating only the book, the screen, the works. However, we can see that the artists need a career management, which can help both the appreciation of the work, and the creator. The reputation of the author naturally values its products. We must then build the brand of artist, chiefly due to the emergence of new media, generating more opportunities, but less potential for each channel individually. It is not enough to the artist to be published or exposed in a gallery, for the exercise of other activities and exposure in different places values the author, and so it is necessary to know where it is worth investing for sales and image enhancement. In this scenario, a figure practically nonexistent in Brazil today becomes important: the agent - the intermediate who represents the author and manages his works.