Coinbase, the prominent American cryptocurrency exchange, has significantly deepened its engagement with the non-fungible token (NFT) market. In a recent development, the company has invested $25 million to revive "Up Only," a once-popular show within the crypto and NFT community. Coinbase has acquired an NFT from Cobie, which grants them the exclusive right to produce over eight episodes of the "Up Only" show.
Coinbase To Revive The Up Only Podcast
Brian Armstrong, CEO of Coinbase, confirmed in a blog post on October 21 that the company purchased an NFT collection from Cobie to facilitate a new season of "Up Only." For those unfamiliar with the crypto space, "Up Only" was a defining livestream of the previous market cycle. It was an unfiltered and engaging show hosted by the crypto personality Cobie (Jordan Fish) and his co-host, Ledger Status (Brian Krogsgard).
COINBASE.ETH ACQUIRES COBIE'S UPONLY NFT FOR $25M, MEANING UPONLY WILL BE RETURNING FOR ANOTHER SEASON: ONCHAIN
— zoomer (@zoomerfied) October 20, 2025
The podcast featured interviews with notable figures in the crypto industry, market analysis, and commentary. It hosted high-profile guests, including Ethereum co-founder Vitalik Buterin and FTX founder Sam Bankman-Fried, prior to FTX's collapse. In 2022, Cobie created an NFT titled "UpOnly Television Season Pass." The NFT's smart contract stipulated that if the NFT were burned, Cobie and Ledger would be contractually obligated to produce eight new episodes.
The show ceased production abruptly in December 2022 following the collapse of FTX, which was a major sponsor. Cobie was personally impacted by the downfall of the exchange. In October 2025, Coinbase purchased the NFT for $25 million and subsequently burned it. This action has paved the way for the show's return after a three-year hiatus. The revived "Up Only" show is expected to be positioned at the intersection of crypto media and market movements.
NFTs Are Redefining Content Monetization
This NFT acquisition by Coinbase highlights how individuals and entities are leveraging blockchain technology to transform content monetization strategies. NFTs offer creators a mechanism to establish ownership of their work and retain creative control, thereby opening up new revenue streams beyond traditional advertising or subscription models. Furthermore, NFTs can function as smart contracts that secure media creation processes without compromising editorial independence. This integration of crypto media and NFTs has the potential to be a significant development for creators and their audiences in the coming years.