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Coinbase, the team behind the largest American cryptocurrency exchange, has dived deeper into the non-fungible token market. Just a few hours ago, the team has seeded $25 million in the NFT market to bring back to life Up Only, the show that was once a big deal in the crypto and non-fungible token community. The Coinbase team has acquired an NFT from Cobie, which will give them the exclusive right to redeem over 8 episodes of the Up Only show.
Coinbase To Revive The Up Only Podcast
In an October 21 blog post, Brian Armstrong, the chief executive officer (CEO) of Coinbase, confirmed that they bought a non-fungible token collection from Cobie to usher the Up Only for a new season. For those new to crypto, Up Only was the defining livestream of the last cycle, a chaotic, unfiltered, A-list crypto show hosted by crypto personality Cobie (Jordan Fish) and his co-host, Ledger Status (Brian Krogsgard).
The podcast featured interviews with prominent figures in the crypto space, market analysis, and commentary. It featured high-profile guests, including Ethereum co-founder Vitalik Buterin and FTX founder Sam Bankman-Fried, before the exchange’s downfall. Cobie created an NFT for the “UpOnly Television Season Pass” in 2022. The NFT’s smart contract stated that if the NFT was ever burned, Cobie and Ledger would be contractually obligated to produce eight new episodes.
The show abruptly stopped in December 2022 after FTX collapsed. The crypto exchange was a major sponsor, and Cobie was personally affected by the collapse of FTX. In October 2025, the Coinbase team purchased the NFT for $25 million and subsequently burned it. This has now cleared the way for the show to return after a three-year silence. The Up Only show will stand at the intersection of crypto media and market movements.
NFTs Are Redefining Content Monetization
The NFT purchase has showcased how many people are leveraging blockchain technology to change how content is monetized. NFTs give creators a way to own their work and keep creative control, which opens up new revenue streams beyond the usual ads or subscriptions. In Addition, NFTs can function as smart contracts that secure media creation without sacrificing its editorial independence. This crypto media x NFT integration could be a game-changer in the coming year for creators and their audiences.
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