A decades-old wildlife research project has found itself at the center of an unlikely mix of internet culture and crypto after scientists launched an OnlyFans account to keep their work alive—only to watch unofficial Solana memecoins spring up around it.

Researchers at the University of California, Los Angeles (UCLA) created an OnlyFans page called OnlyMarms to help fund one of the world's longest-running wildlife studies after traditional research grants became increasingly difficult to secure.

The account features free, family-friendly videos and photos of yellow-bellied marmots that have been studied in Colorado since 1962, turning what began as a funding experiment into an unexpected viral phenomenon.

Research funding crisis sparks an unconventional solution

The idea originated with UCLA ecologist Daniel Blumstein after federal funding became harder to obtain for the long-running project. A graduate student jokingly suggested the name "OnlyMarms," and the team embraced the concept, advertising "uncensored marmot content"—a tongue-in-cheek reference to the subscription platform's adult-content reputation.

Unlike most creators on the platform, the researchers make their content freely available and rely primarily on voluntary tips from supporters. OnlyFans retains a percentage of donations, with the remaining proceeds helping fund field research.

The campaign has reportedly generated about $4,000 so far, although some reports suggest donations have continued climbing as media attention spread. Even so, the figure remains a fraction of the estimated $75,000 to $100,000 required annually to support graduate students, equipment and fieldwork.

Blumstein said the project has also introduced the research to audiences who would likely never have encountered decades of ecological science through traditional academic channels.

The fundraising effort soon caught the attention of the crypto community with more than ten unofficial Solana memecoins inspired by OnlyMarms have since appeared on launchpads including Pump.fun, despite having no affiliation with UCLA or the researchers behind the project.

Blumstein told NPR that supporters even encouraged the research team to claim transaction fees generated by at least one of the tokens, suggesting the memecoin activity could evolve into another fundraising stream.

However, the researchers stressed they neither created nor endorsed any cryptocurrency tied to the project. It also remains unclear who launched the tokens, whether they will survive beyond the initial hype, or whether any meaningful proceeds will ultimately reach the marmot study.

Like most memecoins, the tokens remain highly speculative and carry significant risks, including sharp price swings, low liquidity and potential scams.

Internet fame follows a familiar crypto playbook

The emergence of OnlyMarms-themed tokens mirrors previous cases where viral animals became unlikely crypto mascots.

In 2024, the Solana-based Moo Deng memecoin—named after the internet-famous pygmy hippopotamus—briefly surged to a market capitalization of roughly $680 million before securing listings on major exchanges.

While the OnlyMarms tokens remain far smaller, their rapid appearance underscores how quickly online attention can spill over into crypto markets, even when the subjects themselves have little interest in blockchain.

Outside of crypto, the researchers have also pursued more conventional fundraising ideas, including partnering with a Colorado brewery to release a limited-edition "Marmot Tears" IPA, with part of the proceeds supporting the Rocky Mountain Biological Laboratory. The team also hosts an annual public "Fat Marmot Week" competition celebrating the animals' seasonal weight gain.

Scientists say internet fundraising is no substitute for public support

Despite the attention generated by OnlyFans and the unexpected crypto interest, Blumstein said the project ultimately highlights a far more serious issue: the growing difficulty of financing long-term scientific research.

He argued that relying on social media platforms, novelty campaigns and internet-driven fundraising to sustain a study spanning more than six decades reflects a broader decline in public research funding rather than a sustainable model for science.

For now, OnlyMarms has succeeded in attracting both new supporters and an unexpected crypto following—but neither has yet come close to replacing the stable government funding that once kept one of the world's longest-running wildlife studies operating.