60% of that most certainly does not go to the creators.
The creators only get a small fraction of that and only after they've repaid their studios' various costs. A lot of the studios' costs come entirely out of their artist's royalties. Here's Courtney Love famously explaining how an album can gross 11 million dollars, the studio makes 6.6 million profit and the artist never sees a penny:
Studios are creators, just like publishers are integral to the creation of a book. Why else do so many hiphop and pop acts prominently mention their producers? Besides managing the production process, labels are also investment companies, who take all the risks. How much did Courtney Love pay upfront to get the album made and the tour organized?
Also, hundreds of thousands of independent musicians offer their music directly through iTunes, or via a cheap intermediary like CD Baby.
The creators only get a small fraction of that and only after they've repaid their studios' various costs. A lot of the studios' costs come entirely out of their artist's royalties. Here's Courtney Love famously explaining how an album can gross 11 million dollars, the studio makes 6.6 million profit and the artist never sees a penny:
http://www.salon.com/2000/06/14/love_7/