Coinbase CEO Brian Armstrong has confirmed purchasing the “UpOnly” NFT from crypto trader Cobie for $25 million.
The acquisition marks the potential return of the once-popular crypto podcast after a three-year break. In a post on X, Armstrong wrote, “The rumors are true, we bought the NFT. UpOnlyTV is coming back.”
On-chain data shows Coinbase paid 25 million USDC to Cobie for the token. The purchase effectively revives the UpOnlyTV podcast, which had been inactive since 2022.
The high-profile transaction immediately drew attention across the crypto community, as few expected the NFT, created as part of a lighthearted challenge, to sell.
Background: The Rise and Fall of the UpOnly Podcast
The UpOnly podcast, co-hosted by Cobie (Jordan Fish) and Ledger, gained popularity during the 2021 bull run for its candid discussions with major crypto figures. Guests often included traders, project founders, and fund managers who debated emerging blockchain trends.
However, the show went offline around 2022, following the FTX exchange collapse and the subsequent crypto market downturn. For nearly three years, fans had speculated about its possible return, but Cobie had expressed little interest in restarting it until now.
A Burn-to-Revive NFT Challenge
In May 2025, Cobie minted an NFT tied to the podcast and introduced a unique challenge. He declared that the show would return only if someone burned the NFT.
“The power is now stored within this NFT,” Cobie wrote at the time on X, noting he had set an absurdly high price “too large for anyone to buy.”
He also clarified that ownership of the token would not include editorial or sponsorship control over the show.
Coinbase Overpays, Revives the Show
Despite the intended joke pricing, Coinbase went ahead and bought the NFT, reportedly paying more than the listed amount. The NFT’s description humorously grants its holder the right to compel Cobie and Ledger to produce eight new episodes of UpOnlyTV.
It also allows the creators to “call the buyer idiots” or even ignore them entirely during production. Though clearly written in jest, these terms are now legally tied to a $25 million token.
The rumors are true, we bought the NFT. @UpOnlyTV is coming back. pic.twitter.com/kbGNzjLoJQ
— Brian Armstrong (@brian_armstrong) October 20, 2025
Cobie Reacts with Humor
After news of the purchase broke, Cobie reacted with surprise and humor. In a lighthearted post, he joked that he had aged since the show’s first run and might rename it “Unc Only.”
“It’s been three years since UpOnly ended,” he wrote. “I was in my 20s when it started, now I have grey hair”. He quipped about spending the NFT proceeds on cosmetic surgery before the show’s return.
It has been 3 years since up only ended. I was in my 20s when it started, now I have grey hair. We will rename it Unc Only and I will spend $25m on cosmetic surgery. See ya soon
— Cobie (@cobie) October 20, 2025
What’s Next for UpOnlyTV
Per the NFT’s conditions, Cobie and Ledger are now obligated to produce eight new episodes of UpOnlyTV. While no release schedule has been shared, Armstrong’s announcement indicates a likely return soon.
The move represents one of the largest NFT-linked media revivals in crypto history, blending blockchain ownership with entertainment.
DisClamier: This content is informational and should not be considered financial advice. The views expressed in this article may include the author's personal opinions and do not reflect The Crypto Basic opinion. Readers are encouraged to do thorough research before making any investment decisions. The Crypto Basic is not responsible for any financial losses.
