Former Coinbase Germany CEO Joins LUKSO, Aims to Break Big Tech’s Grip on Creator Autonomy

Jan-Oliver Sell, the former Managing Director of Coinbase, Germany, made the case for LUKSO, a layer 1 blockchain designed to revitalise the creative economy, in an interview on 15 May 2025, “Centralised platforms are closed systems. They control who sees what, how creators earn, and what features are allowed,” he said.

LUKSO, a decentralised platform, offers an alternative to creators depending on centralised platforms like Google, Meta, and Spotify that can change rules as they see fit, impacting creator reach and earnings.

The company recently appointed Sell as its new CEO and promises to shift the power dynamic of the current centralised system through its LUKSO Standards Proposals (LSP) smart contract system that allows creators to be fully in control of their identity and content.

The platform facilitates a universal identity for creators and AI that is censorship-proof, fully on-chain, and publicly accessible, enabling a creator’s content to be accessible and interactable by everyone, including apps and even protocols.

Big moves at LUKSO.
⁰The former CEO of Coinbase Germany, @JanOSell, just joined @Universal_Every as COO to help bring Web3 to the mainstream.
With Universal Profiles, creator-owned content, and AI-powered identities—LUKSO isn’t just another blockchain.⁰It’s the foundation for… pic.twitter.com/2l68ihvCZC

— ninjafromqueens.base.eth (@Ninjafromqueens) May 15, 2025

Issues such as shadow banning a profile or content, prevalent on centralised systems, do not exist, all thanks to the platform’s LSP smart contracts, as once published, the content is a part of a shared permissionless space.

As a result, creators can experiment with their content without fearing being deplatformed.

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LUKSO Universal Profiles—Way Forward for AI Transparency and Web3 Adoption

While there are many advantages to Web3 platforms (transparency, ownership, user agency, etc.), so far, they have largely been unpopular in the creator community because of usability factors such as unfamiliar tools, confusing interfaces, and security concerns.

Sell explained, “What holds web3 back is not the tools and dApps, but the foundations, the pure private key account system, and the lack of a proper standardised smart contract-based account system.”

As per Sell, LUKSO’s universal profiles tackle these problems by integrating smart, recoverable, and user-friendly blockchain identities into the blockchain through its LSP smart contracts.

Additionally, as AI continues to evolve, universal profiles become increasingly vital. With growing concerns around authorship, attribution, and accountability, AI agents can establish a verifiable on-chain presence through LUKSO’s universal profiles, ensuring transparency and trust.

Also, because universal profiles are modular and programmable, developers and creators can manage the AI’s profile through LUKSO’s LSP6 key manager standard, enabling a secure and collaborative governance of AI agents.

Similar to a human creator, because of its universal profile, an AI agent can develop its own reputation, gain a following, and evolve socially.

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Decentralized Systems Can Match Centralized Convenience with Proper Standards

“Decentralised systems often face hurdles in scalability, speed, and user experience,” explained Sell, leading to a reliance on centralised systems.

However, with the right standards and by leveraging universal profiles, Web3 can offer smart, recoverable, and extensible accounts, in turn delivering a better user experience when compared to Web2.

A key advantage of Web3 is its composability. Unlike the siloed approach of the Web 2 platforms, LUKSO’s ecosystem allows users to directly embed protocols into their profiles.

A mini app can therefore serve multiple purposes. For instance, an artist’s profile can become a ticket store, or a project’s profile can become its launchpad. The possibilities are endless since this level of modularity does not exist on Web2.

With proper standards in place, decentralised Web3 platforms have the potential to surpass centralised convenience through greater flexibility, ownership, and creative potential.

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Key Takeaways

LUKSO allows users to directly embed protocols into their profiles
LUKSO’s LSP6 standard lets developers securely govern AI profiles collaboratively
LUKSO provides a censorship-proof, on-chain universal identity, ensuring creators’ content is publicly accessible and interactive

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