I find myself using iTunes less and less these days and yet the media controls on my Bluetooth headset are hard coded to that program. After searching online, there were no solutions that were better than going as far to modify the iTunes binary.
I've opened up a project that I've been working on for a little bit that solves this problem. My goal was to make the media buttons on the headset act the same way the ones on the keyboard work; which ever media app that's open at the time will gain the ability to be controlled.
https://github.com/JamesFator/BTHSControl
This ended up being a project that I did for myself, but if anyone can get any use out of it, that would be awesome.