In a bold move to challenge the dominance of tech billionaires over social media platforms, an international coalition of entrepreneurs and advocates has launched an initiative aimed at fostering an open and decentralized digital ecosystem. The campaign, known as Free Our Feeds, seeks to protect the AT Protocol—a foundational technology developed by Bluesky—and promote the creation of new, interoperable social networks that cannot be controlled by any single entity. This effort comes amidst growing concerns about the influence of powerful individuals like Elon Musk and Mark Zuckerberg on online discourse. The initiative aims to establish a public-interest foundation to fund and support these innovative platforms, ensuring they remain free from corporate or billionaire control.

A New Vision for Social Media Governance Emerges

In the vibrant autumn of 2023, a group of visionary leaders in the tech industry embarked on a mission to reshape the future of social media. Spearheaded by notable figures such as actor Mark Ruffallo, director Alex Winter, and Wikipedia founder Jimmy Wales, the Free Our Feeds campaign was born out of discussions around the need for more equitable digital infrastructure. The timing is crucial, coming just weeks after Meta announced significant changes to its content moderation policies and following a surge in users migrating from X (formerly Twitter) to Bluesky after Elon Musk's controversial political endorsements.

The heart of the initiative lies in safeguarding the AT Protocol, an open-source technology that underpins Bluesky's operations. Robin Berjon, one of the nine custodians of the project, likened the current state of digital infrastructure to a road network controlled by a few billionaires. "Imagine if all our roads were owned by two people who could dictate tolls and access," Berjon explained. "That’s the risk we face with digital infrastructure. We aim to ensure this critical resource remains a public good, governed in the interest of everyone."

To achieve this vision, Free Our Feeds plans to raise $30 million over three years, with an initial goal of securing $4 million to build independent infrastructure. This will provide a counterbalance to Bluesky and ensure the AT Protocol remains accessible and open. The team envisions using this platform to create diverse social applications—from photo-sharing services to video platforms—without reinventing the wheel, thanks to the protocol's interoperability.

By the end of the year, the campaign hopes to establish a non-profit foundation to oversee these efforts. If funding falls short, contributors will receive refunds, ensuring transparency and accountability.

The movement underscores a broader shift towards democratizing digital spaces, challenging the centralized power structures that have long dominated the internet. As Berjon put it, "We want to empower innovators to build new applications without being constrained by existing platforms. The future of social media should belong to everyone, not just a select few."

This initiative serves as a powerful reminder of the importance of maintaining open and accessible digital environments. In an era where social media plays a pivotal role in shaping public opinion and communication, the work of Free Our Feeds highlights the urgent need for platforms that prioritize user freedom and autonomy. By fostering a decentralized and inclusive ecosystem, this campaign offers a beacon of hope for a more equitable digital future.