In my view, you need to have two projects going on; one that satisfies funders and pays the bills, possibly the latest buzzword. Then alongside that a more theoretical project in an area that you are passionate about. Plod along in the background with the latter to make the former easier.

Satisfying the task masters who are often very stuck in their ways and risk adverse is the hard part. Pushing the boundaries to give out a little more than they would like is essential.