Web3 can give online creators more power and allow them to experiment without fear of depletion, says the new Lukso COO.
Creators have long been merciless with centralized online platforms, including Google, Meta, and Spotify. These platforms are able to change rules, but are deemed appropriate, affecting the scope of the creator, and are profitable. Lukso (Lyx) is one of the companies that want to use Web3 to empower creators more.
The company recently announced it would appoint Jan-Oliver Sell as its new chief operating officer. Sell, former managing director of Coinbase Germany, shared insights into the possibilities of Web3 for creators of Crypto.news.
Crypto.News: AI has enabled more people to become creators. However, there are many creators interested in the rise of AI and what it means to them. How does AI fit into Luxo’s vision of empowering creators?
Jan-Oliver Sell: AI is reshaping creativity, but also questions about authors, belongings, and accountability. Lukso’s focus is on giving AI systems a chain-verified presence.
Humans aren’t the only universal profiles. It also functions as a digital identity for AI agents. This allows AI to act transparently on-chain under all persistent and verifiable identities, including transaction signing, content disclosure, holding assets and interacting with other profiles. Universal Profiles can be linked to off-chain training data sources, trained reference models, and log actions for accountability.
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Importantly, the universal profile is programmable and modular. Multiple people, such as developers, curators, or safety auditors, can be given permission to manage AI profiles through Lukso’s LSP6 Key Manager Standard. This allows for secure and cooperative monitoring of AI agents. Profiles, like human creators, can be: gaining reputation and even socially evolved.
CN: How does Lukso address intellectual property rights and how does it fit existing IP laws?
JS:Lukso is not a fixed system with a feature set, but like Ethereum, it’s a sandbox for unlimited ways to solve things. Like intellectual property that can be managed more transparently through technology. Instead of replacing the legal system, the focus is to strengthen them. Allows creators to attach licenses, metadata, and sources directly to digital assets. This provides a clearer, tamper-proof trajectory of ownership and rights, bridging traditional IP laws with an evolving digital landscape.
CN:Lukso promotes the creator economy’s position as a blockchain. Can you outline the issues of centralized platforms like Instagram and Spotify and creators?
JS: A centralized platform is a closed system. They control who is watching what, how creators make money, and what features they allow. Creators are at the mercy of shifting algorithms, opaque policies, and data silos that they own or do not control.
Lukso’s LSP smart contract standard, in particular the universal profile, focuses on shifting the dynamics of its forces. Universal Profile is completely chain, censor-resistant and publicly available. This means creators own their identity and content, allowing anyone to read and interact with data on fans, apps, platforms, and even new protocols. No one can shut it down or shadow ban your profile. Once published, it becomes part of a shared, unauthorized space.
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This open foundation allows for a whole new type of relationship between creators, communities and developers. Fans can build tools on top of creator profiles. Artists are free to experiment without fear of depletion. Additionally, new protocols could emerge that treat not only content suppliers but also creators as sovereign participants. This is a better environment for innovation, freedom and sustainable connection.
CN: What are the advantages of the Web3 platform compared to the centralized platform? What are some of the challenges Web3 faces?
JS: Web3 introduces transparency, ownership and user agents. Creators can monetize directly, own the audience and operate without the platform’s gatekeeper. However, mainstream adoption is suppressed by complexity, including unfamiliar tools, confusing interfaces, and security concerns. So, by rethinking user accounts from scratch, we worked on rethinking our universal profile and bringing a smart, recoverable, user-friendly blockchain identity to our Web3 experience.
It’s not tools or DAPP that holds back Web3 is the lack of basics, pure private key account systems, and a proper standardized smart contract-based account system. This has been resolved and made available to all Web3 through the LUKSO Standard Proposal (LSP).
CN: Despite the benefits of decentralization, we have seen centralized entities consistently pop up in blockchain spaces as well. For example, CEXS and MemeCoin LaunchPads are popular for their accessibility. Can a distributed platform close the accessibility gap?
JS: Distributed systems often face scalability, speed, and user experience hurdles. These restrictions have led to an increase in central brokers, even within Web3. But by the right standards, the gap is not just a closure, but an opportunity to move forward.
Rebuild the user experience layer with universal profiles and new standards that make blockchain accounts smart, recoverable and scalable. This translates the user interface of Web3 to something more intuitive and powerful than Web2.
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What really sets it apart is the complexity. Web2 silos the apps and platforms. You cannot connect to Spotify using Instagram. The Lukso ecosystem allows protocols to be embedded directly into profiles. A single mini app can act as a token launchpad, event ticket system, or fan token claims tool. When embedded in a universal profile within Universaleverything.io, the profile itself becomes an app. The artist’s profile will be the ticket store and the project’s profile will be on sale. This level of modularity and sensuality is not present in Web2.
Under good standards, decentralization can not only match the convenience of a centralized platform, but can outweigh it by offering greater flexibility, ownership and creative possibilities.
CN: What are the key areas Lukso focuses on supporting creators?
JS: Lukso’s focus is what creators need to thrive in building digital infrastructure. This is a deep integration of identity, ownership and creativity into the blockchain itself.
The key areas are:
- Universal Profile: A smart on-chain account that acts as the creator’s digital identity. They hold assets, reputation and permission. It allows creators to build trust, history and interaction across any platform.
- Token standard (Fungible’s LSP7, NFT’s LSP8): These standards go beyond legacy formats such as the ERC20 and ERC721, allowing for automation, real-time response, and seamless integration with profiles and apps.
- Universaleverything.io: An open, configurable frontend that lets creators and developers explore the ecosystem, build mini apps, and create new fan-based experiences. This is like a living dashboard on a distributed web. Here, the profile is not just an existence, it is a programmable space.
Together, these components form a foundation whose creators are not trapped in the platform. They own their identity, data, audiences and can grow their ecosystem on their own terms.
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