What has been found (and known for a while now) is that rewarding people for creativity does not work. Have a look at this TED video: http://www.ted.com/talks/dan_p...
What happens quite often is that people who are creative want to make a living out of being creative so they seek to get a job or create a business being creative. However, because rewarding people for creativity makes them less creative, their work becomes harder and less creative, and they enjoy it less and less.
In terms of psychology, they have traded an intrinsic reward (that is self motivated) for an extrinsic reward (external motivation), as creativity and enjoyment of work is dependent on intrinsic motivation, this is where the problem lies.
So the solution to the problem is to find a balance between seeking reward for your efforts and enjoying what you are doing.