This is a hard concept to break and might need a hand selected student to get on board.
However if it were me, I would invest in some of the leadership camps offered around the state and/or bring someone in who does them. I would search around other band's website and see if you can find a "Drum Major Handbook" or reference to Drum Majors in the Student Handbooks and then tailor it to fit your needs. That way the student has something in writing outlining their responsibilities. Then I would set up MANY meetings between now and Summer Band to go over these expectations and talk through what the position needs to be and how to handle it.
It will require a lot of effort but this can be a big change for the culture of your band program. Admittedly I am making a lot of assumptions about your program but ultimately, this needs to be the right student who is on board, if they are fighting you the whole way then this will likely do little to change to the culture you are wanting.
We put in a lot of effort into our leadership team to varying degrees of success but all and all it is a HUGE impact on our band culture and the way we do things. Students must know what their expected to do, and many times spelling it out is the only way. However we also go over how to take initiative and why that is important in our trainings/meetings as well. We also add weight to the situation by talking about how these skills apply to "real life" and potential jobs/careers, which I feel helps with buy in. This can be a tedious process that takes time for the payoff but it is well worth it!
Hope this helps and best of luck!
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