This paper by Axel Bruns and Sal Humphreys for the Association of Internet Researchers conference in Vancouver, 17-20 Oct. 2007,describes the first phase of the Emergent Digital Grassroots eXpo (edgeX) project - a research and application project centred on mapping grassroots and amateur content creation, community engagement with new media, and strengthening local identity. Developed in conjunction with the City Council of Ipswich, a city of some 150,000 residents in regional Queensland, the edgeX project provides a site for local residents to upload creative content, to participate in competitions, to comment on each other's work, and to develop new skills. Research goals associated with edgeX arise from a broader project of mapping the creative industries and their role in the knowledge economy, and a growing understanding of the significant part user-led content creation plays in these processes, especially including the role of amateur creatives.