Music executives are doing a extraordinary job about their artists, they have been shuffling music distribution strategy trying to cash more from music fans worldwide, but in the end only the artist is the one that really feel the heat…. and this times this heat has a new name: iTunes.

Take Warner Music: Warner decided to force everybody to buy the full CD instead of any given single, this stupid move harmed two of the most acclaimed artists, Estelle, a British R&B star who has seen its music plummet down when its Shine album was removed from iTunes in order to get fans to buy the whole CD, and Kanye West had a number one single in UK, but smart executive helped Kanye single drop to 37 when they tried the same failed whole CD maneuver.

Take NBC
Months ago NBC decided to pull all its content from iTunes because of a price fight with Apple, NBC wanted to charged more for hit TV shows and Apple wasn’t changed its fixed price. Apple in a move that surprise everybody dropped all content from NBC immediately and promised not to bring the almost starting Season of their hit shows. A war of words between Apple and NBC crowded the media and everybody picked their favorite villain.

Greedy executives trying to take over Steve Jobs and its iTunes were only left in the dust, Warner and NBC returned their content to iTunes and ate their tongue, iTunes is the number one music and video seller in the U.S. and it only can get better, Apple is always finetuning and innovating around it, there is not chance for other idle services sponsored by media giants which only goal is to take out all your money for the same TV Show or Music artist that you can buy in iTunes cheaper.

Some executives still don’t understand that the CD as we know it is dead and only innovation, a better priced media content and multiple format distribution can save the dying music business, greedy behavior plus a decline in music quality will only help digging its own grave.