TLDR
- Brian Armstrong revives UpOnly by burning a $25M NFT on-chain.
- Coinbase sparks a $25M NFT-fueled comeback for the UpOnly podcast.
- $25M NFT burn forces UpOnly’s long-awaited crypto podcast return.
- Coinbase reignites UpOnly, blending memes, media, and blockchain.
- UpOnly returns: $25M NFT burn turns satire into crypto history.
Coinbase CEO Brian Armstrong has purchased and burned a $25 million NFT to revive the popular crypto podcast UpOnly. The NFT, originally created as a joke by host Jordan “Cobie” Fish, triggered the return of the show after a three-year hiatus. The high-profile transaction marks a bold move by Coinbase into blockchain-powered media.
Coinbase Acquires and Burns the UpOnly NFT
Armstrong confirmed the NFT acquisition on X, solidifying Coinbase’s entry into digital media through blockchain utility. The transaction involved a payment of 25 million USDC to Cobie, as verified by on-chain data. This action fulfilled the conditions tied to the UpOnly NFT, requiring the show’s return.
The NFT included a clause to restart the podcast once burned, binding Cobie and co-host Ledger to record new episodes. Although listed at an unrealistic price, Coinbase exceeded even the NFT’s set value. The deliberate burn now mandates production of eight fresh episodes, beginning October 21, 2025.
UpOnly’s return was unexpected since Cobie had previously distanced himself from any comeback plans. However, the burn condition changed that dynamic entirely. The NFT’s sale has now become one of the most expensive in crypto history.
UpOnly Memecoins See Volatility After Announcement
Memecoins themed around UpOnly surged sharply across networks before experiencing steep corrections. A Base-based UPONLY token spiked 7,900% and later dropped, while a COBIE token rose 5,800% amid speculative trading. On Solana, another UPONLY token jumped 250%, showing cross-chain activity.
The price action suggested strong interest driven by the podcast’s revival rather than fundamentals. These memecoins mirrored similar past behavior, where hype caused massive swings. Traders used the opportunity to speculate as UpOnly dominated headlines.
The hype carried into community-driven ambitions, with some pushing for a $500 million market cap. However, no direct link exists between the official UpOnly brand and these memecoins. Market dynamics continued shifting as the news spread across crypto platforms.
UpOnly’s Return Ties Media and Blockchain
The original UpOnly podcast rose to prominence during the 2021 bull run, offering interviews with leading crypto personalities. It gained popularity for its raw tone and casual yet informative discussions during peak market activity. The show stopped airing in late 2022, following industry scandals and FTX’s collapse.
Cobie minted the UpOnly NFT in May 2025 as a joke, assigning it humorous “burn-to-revive” conditions. Armstrong’s purchase transformed that joke into a real media commitment backed by blockchain. Now, Coinbase is positioning itself as a media stakeholder beyond just trading services.
The revived UpOnly is expected to blend crypto commentary with entertainment again. The new season will launch on the same date the show originally ended in 2022. The move marks a shift in how NFTs can shape media, creator incentives, and ownership.
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