This is very important question, because it take a lot of time when you met Django for first time. This guide is for setting up Django MEDIA and STATIC files for development environment and it will be more compact then official guide, though I'll give a reference to it.

Configuration of and

First you should consult official documentation and be sure that you’ve setup proper middleware classes. If you create new project with manage.pyor using PyCharm then this classes is already in there, but you should check it anyway.

STATIC_URL = '/static/'  
STATIC_ROOT = os.path.join(BASE_DIR, 'upgrademystartup', 'static')
MEDIA_URL = '/media/'
MEDIA_ROOT = os.path.join(BASE_DIR, 'upgrademystartup', 'media')