That's easy, lots of initial sacrifice or independent wealth. My experience with it is born of the former..
I have been doing some of this for the high end advertising market for about 3 years now. Just like anything in the arts, to make this pay off so you own more of your time, you have to assemble a combination of talent, persistence, trend setting vision and marketing.
This is still in it's infancy too, the composition and overall score of this kind of work can get much more inspired and complex compared to where it is at now.
Thanks for sharing it, I always enjoy these. Here is one of my rigs on the job...