Hollywood stars and tech leaders are joining forces to create a decentralized social media landscape free from the influence of billionaires like Elon Musk and Mark Zuckerberg. Using Bluesky’s AT Protocol, the goal is to empower users and redefine the future of online platforms.
By August Roberts
A Vision for Social Media Without Monopolies
Bluesky, a growing social network with 27 million users, has emerged as a serious alternative to Elon Musk’s X and Meta’s platforms. Unlike traditional networks, Bluesky operates on the AT Protocol (Authenticated Transfer), which allows users to seamlessly switch platforms while retaining their data and connections. The protocol’s decentralized nature ensures no single entity can dominate the network or arbitrarily alter its structure.
To support this vision, an initiative called “Free Our Feeds” has gained traction. Backed by notable figures like actor Mark Ruffalo and Wikipedia founder Jimmy Wales, the project seeks to develop the AT Protocol further and safeguard its independence. The goal is to ensure users always have alternatives, even if Bluesky itself falls under the control of venture capitalists or powerful investors.
A Star-Studded Push for Innovation
Free Our Feeds aims to raise $30 million over three years, starting with an immediate $4 million target. These funds will be used to expand the AT Protocol’s infrastructure, including creating a second relay—a key mechanism for processing posts and interactions. Currently, Bluesky controls the only relay, which represents a potential risk of centralized power.
“The AT Protocol is designed to enable diverse networks without any billionaire controlling the narrative,” said Robin Berjon, a technologist and project co-founder. By fostering competition and decentralization, the initiative offers alternatives to platforms like Facebook and X.
A Blueprint for the Future
Bluesky CEO Jay Graber supports the initiative’s goals, emphasizing the importance of open networks. “More organizations building on the AT Protocol mean greater choice and better experiences for end users,” Graber noted.
The campaign also aims to establish democratic governance for the protocol, ensuring it remains open and accessible. Future plans include bridging the AT Protocol with other decentralized frameworks, like Mastodon’s ActivityPub, to enhance connectivity and create a cohesive ecosystem for social media.
A New Era of Social Networking
The ultimate objective of Free Our Feeds is to make it easy for developers to build new social networks. With the necessary infrastructure in place, innovative platforms could emerge, moving beyond clones of existing networks like Facebook or Twitter.
“Once the foundation is operational, setting up a new social network will be as simple as coding for a day,” said Berjon. “This opens the door to entirely new approaches and ideas in the social media space.”
Based on content from www.fortune.com and own research.