About creating a culture of people who insist upon it, it seems to me that Creative Commons and public domain material comes with a rebel angle that would be easy to market. There’s even a purism to it that could be sold to the organic foods crowd.
The problem is that you get pulled into conversations about copyright and technology. Also, infringement is such a standard part of life that doing things in a non-infringing way sounds fussy and pointless.
About shorter copyright terms, the majority of music isn’t valuable enough to have been tended carefully on a legal level over the years, so can’t be used at all because of the risk that some lost heir will sue you into oblivion. You guys know this already, I’m just repeating it because it’s relevant to the issue of cultural memory. Anything which wasn’t enough of a hit to yield persistent revenues over the decades is legally radioactive.