I bet drummers like Jojo and, well alot of the bigger names make a killing off of their instructional videos. Now im no media specialist or film director but i imagine that making a drum video cost next to nothing to shoot and produce. They probably don't need a real high-tech camera, and there's probably only one location - a small 12x12 studio with lights would do. Now here's the real kicker, most instructional drum videos are at least what, 30$ at the local shop. That's almost 3 times what a hollywood film costs to buy when it comes out on DVD and hollywood films cost like 100 MILLION dollars to make more often than not...seems like you can make A LOT of cash...
Am i missing a piece to this puzzle or is someone making a whole lot of money?
The piece your missing is the average DVD doesn't sell that many copies.
Hollywood movies sell in terms of millions.
Drum DVDs sell in terms of thousands.
While Jojo hit a home run, as his DVD is very well made and popular, lots of DVDs are released every year, and many of them don't sell as well. Not to say they don't turn a profit, but no one is getting rich off solely off their instructional DVD sales.
So a DVD sells for $30.
$6 or so goes to the store.
The distributor is keeping a good chunk, more of if Hudson/whomever made the DVD, less if they just licensee the distribution.
Printing costs eats up around $4 a disc with packaging.
I don't know what the artist ends up, but I'd guess it is well under $10 a copy on a $30 sale.
And even a self-made low budget video taking advantage of new technology still runs $20,000 between studio time, lighting,sound, and editing.
If the artist is playing along to music (and most do) then they have to play for the licensing and publishing fees of the music. Some videos have a band, so again, that costs.
It's a risky proposition. Sure, Jojo has a best seller, but he's an exception. Not every DVD sells that well.
For most of these artists, a DVD is just one piece of a puzzle of making a living as a drummer. It doesn't replace income from sessions/touring or whatever else, as much as it supplements.