Coinbase Buys Cobie’s Up Only NFT for $25M, Now He Has to Podcast Again

The crypto community might soon see the return of one of its most iconic podcasts, Up Only. Coinbase, in a move that surprised both fans and its creator, has purchased the Up Only NFT from Jordan Fish, better known as Cobie, for a staggering $25 million in USDC, according to on-chain data.

The sale automatically activates a clause tied to the NFT: Cobie and his co-host Brian Krogsgard (Ledger) are now obligated to produce eight new episodes of the show that defined the peak of crypto bull market banter.

Coinbase makes the call and the purchase

Coinbase CEO Brian Armstrong confirmed the buy on X, writing, “The rumors are true, we bought the NFT. Up Only TV is coming back.” The acquisition effectively calls Cobie’s months-old bluff, when he joked about minting an NFT that would decide the show’s fate.

Back in May 2025, Cobie announced that he had transferred control of the podcast’s future to an NFT he created. The terms were simple and, at the time, unserious: “When the NFT is burned, the podcast will restart. Until then, please leave me alone.”

What began as a meme-like experiment has now become a multimillion-dollar reality, courtesy of Coinbase’s deep pockets.

The Up Only podcast went silent in December 2022 following the collapse of its sponsor, FTX. The podcast usually features candid, often chaotic conversations with some of crypto’s biggest names, from founders to degens.

Cobie reacts: “Ah man wtf”

Following news of the sale, Cobie appeared as bewildered as anyone else. His response on X was: “Ah man wtf.” Later, he wrote, “I’m too old to have a crypto podcast, imma be out here looking like Gary V.”

The NFT’s fine print, now binding, requires Cobie and Ledger to produce eight episodes, while also granting them full creative freedom, including the right to “ignore the buyer completely or call them idiots,” as written on the NFT itself.

While it’s not sure if they’ll take advantage of that clause, one thing’s clear: the crypto community seems ready for the return of Up Only.

And if there’s one lesson from all this? In crypto, even a joke can turn into a $25 million contract, and sometimes, you just have to hit “record” again.

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