A group of tech leaders and activists introduced a new foundation focused on social media on Monday, aiming to raise $30 million to develop the AT Protocol, the core technology behind the expanding platform Bluesky. The initiative, called Free Our Feeds, boasts endorsements from notable figures such as Jimmy Wales, Mark Ruffalo, Cory Doctorow, and Brian Eno.

The foundation strongly criticizes platforms like Facebook and X, directly calling out recent strategies by Mark Zuckerberg as “going full Musk”, referencing his relaxation of fact-checking protocols and hate speech regulations.

Free Our Feeds advocates for a future where social media is free from the interests of billionaires, asserting that achieving this will require community support, financial backing, and control of platforms. The vision emphasized the possibility of creating alternative, decentralized social networks through the AT Protocol, enabling healthier spaces for online interaction.

The overarching message from the founders is that while Bluesky strives for a non-corporate model, it also recognizes its vulnerability to financial pressures frequently faced by businesses.

In a remark from Emily Liu, a developer at Bluesky, she noted that one of their mottos is “the company is a future adversary.” Additionally, Jay Graber, the CEO of Bluesky, validated the mission of Free Our Feeds and discussed the urgency of ensuring that platforms remain apolitical and accessible to all.

The foundation aims to be operational by the end of 2025, currently seeking $4 million through fundraising efforts to establish essential infrastructure.