The UpOnly NFT, created by Jordan “Cobie” Fish, is one of the most unconventional and valuable NFTs ever minted. Far from being a mere collectible, it functions as a contractual mechanism that dictates the production of a new season of the popular crypto talk show UpOnlyTV—bringing satire, technology, and media together in a single token.
How Does the UpOnly NFT Work?
The NFT, officially titled “Up Only Television Season Pass,” was minted in May 2025. Its on-chain metadata clearly states that burning the NFT compels the hosts, Cobie and Brian “Ledger Status” Krogsgard, to produce and release a new season of eight episodes of the UpOnlyTV show within three months. The NFT does not grant creative control or sponsorship rights; in fact, it explicitly allows the hosts to critique or mock the buyer, staying true to the show's irreverent humor.
What Is the History Behind the UpOnly Show?
UpOnly gained massive popularity during the 2021 bull run for its raw and comedic interviews with major crypto figures like Vitalik Buterin and Sam Bankman-Fried. However, the show went on hiatus after the collapse of FTX, one of its key sponsors, in 2022. The NFT was initially seen as a joke—a meta-commentary on crypto culture—but it later became one of the most sought-after items in the space.
Why Did Coinbase Buy the UpOnly NFT?
On October 20, 2025, Coinbase purchased the UpOnly NFT for $25 million in USDC as part of a larger $375 million acquisition that included Cobie's fundraising platform, Echo. Coinbase followed through on the NFT's condition by burning it, officially triggering the production of a new eight-episode season of the show. CEO Brian Armstrong confirmed the revival publicly, signaling Coinbase's move into the crypto media landscape. The purchase reflects Coinbase's strategy to merge culture and commerce, using influential media properties to engage the crypto community.
Conclusion
The UpOnly NFT turned a meme into a multimillion-dollar media deal, blending blockchain innovation with entertainment. Coinbase's acquisition not only revived one of crypto's most iconic shows but also demonstrated how NFTs can evolve from digital collectibles into powerful, utility-based assets with real-world influence.
