Thousands of articles have explored the journey of former NFL quarterback and civil rights advocate Colin Kaepernick. Few understand the struggle to reclaim one's narrative better than he does. Now, Kaepernick is launching an AI storytelling platform called Lumi, designed to empower creators to craft and control their own stories.
If you find yourself asking, "What does this mean?" you're not alone. However, Kaepernick possesses deeper insights into this field than many realize. He views this initiative as a means for storytellers, with generative AI serving as a tool to facilitate their goals. Over the past decade, Kaepernick has built Kaepernick Media, a venture that illuminated significant challenges within the media landscape. Since 2020, he's also been a board member of Medium. Lumi aims to tackle issues such as gatekeeping, high production costs, and the loss of ownership creators often face. While its structure—a subscription model, a distribution platform, and a revenue-sharing plan—may seem conventional, its execution could be groundbreaking.
Kaepernick made headlines during the 2016 NFL season, not for his performance metrics, but for kneeling during the national anthem as a protest against racial injustices. While his actions sparked widespread debate—some interpreted it as disrespectful—Kaepernick faced criticism from NFL Commissioner Roger Goodell and even former President Trump. After his tenure with the 49ers, Kaepernick's struggle to find a new team led to speculation about being blackballed by NFL owners.
“In my story — the repercussions of others crafting narratives around it — why should that be the case?” Kaepernick reflected in an interview. “There were moments in the past where I could have expressed my story differently, but I prefer to consider how I'm building and why. If it serves only my interests, it doesn’t excite me.”
With Lumi, Kaepernick envisions a broader empowerment for creators. While he might share a story on the platform, his focus is on creating a system that benefits others. His experiences in the media industry have shaped his vision, prompting him to build a solution that extends beyond his personal narrative.
Lumi is making its debut with $4 million in seed funding, led by Seven Seven Six, and is inviting creators to sign up for its beta version starting today.
So, what is Lumi all about?
Kaepernick envisions Lumi as a comprehensive media company, eventually expanding into video and offering creator resources, a distribution platform, publishing services, and merchandising. Initially, Lumi focuses on providing tools specifically for comic book illustrators, particularly in the manga style.
Creators begin their journey by visiting Lumi's website, where they can develop their main character by outlining backstory, physical traits, and characteristics into a text-based AI model. This generates an AI image of the character for inspiration or as the basis of their story.
Next, Lumi’s AI assists in planning the story, posing questions about structure, protagonists, and themes, while also helping create a script. The final product page formats all imagery, dialogue, and captions into a graphic novel, ready for publication on Lumi’s site.
Lumi also aims to simplify physical publishing and merchandise creation for creators. Kaepernick assures that the company will manage the business logistics, allowing creators to focus on storytelling—positioning Lumi as a complete solution for creators' needs.
Subscription options include three tiers at $20, $40, and $75 per month, with higher tiers unlocking advanced features. Kaepernick emphasizes that revenue from stories, physical copies, and merchandise will be shared with creators, fostering a collaborative environment.
Kaepernick's vision encompasses Lumi as an engaging platform for manga enthusiasts. He believes there is inherent value in showcasing stories on Lumi, contingent on attracting a dedicated audience.
While Lumi marks Kaepernick's first startup, he's been an angel investor since 2017 and has over 50 investments in his portfolio. His experience on the board of Medium has connected him with influential Silicon Valley figures—like a16z co-founder Ben Horowitz and Medium co-founder Evan Williams—shaping his understanding as a tech entrepreneur.
“I didn’t have a sudden revelation to create a tech company,” Kaepernick admits. “We identified a problem affecting creators, and it turns out that building a tech platform is the optimal solution.”
Despite the politically charged climate, Kaepernick is unbothered by entering Silicon Valley as a founder. He believes that focusing on providing value to creators will naturally lead to a successful venture.
“My priority is serving our users and creators effectively, ensuring our company thrives while leaving other concerns aside,” Kaepernick stated.
Lumi aspires to elevate underrepresented voices in storytelling. While leveraging various foundational AI models, Kaepernick is dedicated to confronting the biases that have plagued AI in recent years.
“Current AI models are imbued with historical biases; we are aware of this,” Kaepernick explains. “The evolution of narratives and representation can accelerate dramatically with AI. Our goal is to pave a new path for storytellers and creators for a better tomorrow.”
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