Coinbase has made a bold move to revive the iconic UpOnly crypto podcast, dropping a staggering $25 million to acquire a unique NFT tied to the show’s intellectual property. The purchase, made directly from popular crypto influencer and UpOnly co-host Cobie, signals a major push by Coinbase to reinvigorate crypto media, culture, and community engagement through Web3-native assets.
The UpOnly podcast, once one of the most influential voices in the crypto industry, had gone dormant as market conditions cooled. Its sharp commentary, expert guests, and unfiltered discussions made it a staple during the last bull run. With Coinbase stepping in, the platform aims to bring the show back in a more decentralized, creator-driven format—leveraging the NFT as both a rights mechanism and a value anchor for future content.
According to sources close to the deal, Coinbase acquired the NFT not just as a collectible, but as a strategic asset that grants rights tied to branding, distribution, or revival of the podcast. This instantly positions Coinbase as a key player in shaping the next generation of Web3 media. The massive $25 million purchase demonstrates the company’s serious investment in cultural infrastructure at a time when crypto narratives are once again gaining global attention.
Cobie, who originally minted the UpOnly NFT, has long been regarded as one of the most influential voices in crypto. His involvement gives the asset immense cultural weight, and Coinbase’s decision to acquire it signals recognition of the importance of creator-driven content within the ecosystem. The sale also highlights how NFTs can represent more than art—they can function as transferable rights, governance tools, and mechanisms to reboot dormant IP.
The move comes amid a resurgence of interest in crypto-related media as markets heat up and new audiences enter the space. Coinbase appears committed to leveraging storytelling, education, and entertainment as core pillars of its brand expansion. Reviving UpOnly will likely attract both veteran traders and newcomers, offering a blend of market insights, interviews, and humor that defined the show’s earlier success.
Industry analysts say Coinbase’s purchase could set a precedent for NFT-backed IP acquisitions, where digital ownership becomes the foundation for reviving or expanding media brands. As NFT technology matures, more companies may follow this model to secure rights, build communities, or monetize content in transparent, blockchain-native ways.
The $25M acquisition also underscores Coinbase’s broader strategy of doubling down on Web3 culture—not just trading. By investing in a culturally significant asset, the company is signaling its belief that crypto media and community-driven content will play a major role in onboarding the next generation of users.
As the UpOnly podcast prepares for a major comeback under Coinbase’s umbrella, the Web3 community is watching closely. This move could redefine how media brands are acquired, revived, and monetized, while showcasing the real utility and power of NFTs in the digital age.
