Coinbase has made a significant investment in crypto-native media and infrastructure by purchasing the UpOnlyTV Non-Fungible Token (NFT) for $25 million USDC. The exchange’s CEO, Brian Armstrong, confirmed the acquisition from crypto personality Cobie and announced that the popular media channel would be returning.

A Landmark NFT Purchase

The transaction, conducted through the Coinbase.eth wallet, underscores a growing trend of major corporations treating digital collectibles as strategic assets. The $25 million price tag is particularly notable, representing a valuation approximately 15 times higher than what was paid for a similar high-profile NFT by Joe Rogan. This signals strong institutional confidence in the cultural and brand value of iconic crypto assets.

UpOnlyTV is more than just a digital image; it represents a significant piece of crypto culture, capturing influential interviews, market commentary, and community moments. By acquiring it, Coinbase is positioning itself at the intersection of finance and digital media, leveraging the NFT not just as a collectible but as a cornerstone for future content and brand engagement.

NFTs as Corporate Strategy

This move highlights a strategic shift where companies view NFTs as powerful tools for marketing and community building rather than purely speculative items. The trend mirrors actions from other major brands, such as Adidas integrating its Bored Ape Yacht Club NFTs into wider marketing campaigns. Such acquisitions are now used to launch exclusive events, create immersive experiences, or anchor new media productions to blockchain-based ownership.

The purchase also sets a new benchmark for valuing media-related tokens and suggests a future where prominent NFTs become highly liquid and tradable assets integrated directly into corporate strategies. It demonstrates that leading crypto firms are prepared to allocate substantial capital to secure culturally relevant digital property.

Deepening the Partnership with the Echo Acquisition

Further cementing its strategy, Coinbase also announced the acquisition of Echo, an onchain capital formation platform also founded by Cobie. Echo is designed to democratize early-stage investing by allowing communities to fund projects directly, making fundraising more transparent and efficient for founders.

Since its launch, Echo has facilitated over $200 million in capital across nearly 300 deals. By integrating Echo, Coinbase aims to build more accessible capital markets, enabling projects to raise funds through token sales. The exchange plans to expand this model to include tokenized securities and other real-world assets, signaling a broader ambition to reshape capital formation on the blockchain.