The exchange’s Ethereum wallet, Coinbase.eth, purchased the UpOnlyTV NFT from crypto influencer Cobie for 25 million USDC. Armstrong announced, “UpOnlyTV is coming back,” signaling the platform’s renewed focus on digital collectibles.
For context, this price is roughly 15 times higher than the rate paid by Joe Rogan for a comparable NFT, underscoring the growing value institutional players see in iconic crypto assets.
What This Means for NFTs and Crypto Collectibles
UpOnlyTV is not just another NFT. It represents a slice of crypto culture and media, capturing commentary, interviews, and community moments from one of the industry’s most recognized content channels. By acquiring this asset, Coinbase is signaling that NFTs are moving beyond personal ownership and into strategic business assets. Companies are increasingly treating NFTs as brand investments, digital real estate, and marketing tools, rather than purely speculative items.
Just burnt the NFT. Your move @UpOnlyTV @Cobie @ledgerstatus. https://t.co/fuK634sdWn
— Brian Armstrong (@brian_armstrong) October 21, 2025
This trend mirrors recent developments in corporate NFT acquisitions. For example, Adidas purchased Bored Ape Yacht Club NFTs and integrated them into broader marketing and community-building strategies. The Coinbase acquisition highlights how major players are now entering the NFT space not only to showcase digital art but also to create immersive experiences, launch events, or even produce new media content anchored to blockchain ownership.
The rumors are true, we bought the NFT. @UpOnlyTV is coming back. pic.twitter.com/kbGNzjLoJQ
— Brian Armstrong (@brian_armstrong) October 20, 2025
The $25 million price tag is noteworthy for several reasons. First, it demonstrates that leading crypto firms are willing to spend significant capital on high-profile digital assets. Second, it sets a benchmark for NFT valuation in the rapidly growing market for cultural and media-related tokens. Third, it hints at a broader institutional trend where recognizable NFTs may become highly liquid, tradable, and integrated into business strategies rather than remaining niche collectibles.
More About Coinbase
Coinbase has acquired Echo, an onchain platform that enables communities to invest together while giving founders more flexibility with their cap tables. Founded by crypto veteran Cobie, Echo focuses on democratizing early-stage investing, making fundraising more inclusive, transparent, and efficient.
Bringing back Up Only was just the warm up.
We’ve acquired @echodotxyz, the leading onchain capital raising platform.
→ Joining builders with community capital
→ Giving investors access to new opportunities
→ Growing economic freedom worldwide pic.twitter.com/NCDF7t7B08— Coinbase 🛡️ (@coinbase) October 21, 2025
By integrating Echo, Coinbase aims to create accessible and efficient capital markets, allowing projects to raise funds directly from their communities through private or self-hosted public token sales using Sonar. Since its launch, Echo has facilitated over $200 million across roughly 300 deals, including early success with Plasma’s XPL token sale, and Coinbase plans to expand this model to tokenized securities and real-world assets in the future.
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