Near the town of Gothic, in the picturesque Rocky Mountains of Colorado, Professor Daniel Blumstein and researchers from the University of California, Los Angeles have been carrying out an unprecedented ethological investigation since 1962. The long-term study, carried out in close synergy with the Rocky Mountain Biological Laboratory, represents a fundamental archive for monitoring the life, biology and social dynamics of the yellow-bellied marmot. However, recent cuts to US federal funding have put field activities at serious risk, forcing Daniel Blumstein’s team to look for alternative resources to pay for scholarships and cover the daily operating expenses of the scientific site.
The birth of OnlyMarms and television inspiration
To avoid the closure of the project, Daniel Blumstein drew inspiration from the television series Margo’s Got Money Troubleshypothesizing about exploiting digital platforms to monetize the immense archive material accumulated over sixty years. The doctoral students welcomed the idea with enthusiasm, inaugurating the OnlyMarms profile on the well-known OnlyFans platform. The channel, completely free and free of inappropriate content, offers subscribers short videos dedicated to the daily activities of the yellow-bellied marmot, such as digging burrows, searching for food and the complex preparation for winter hibernation, soliciting voluntary tips from supporters.
The characteristics of the yellow-bellied marmot and Fat Marmot Week
Observations conducted by Daniel Blumstein on the yellow-bellied marmot touch on key elements for understanding adaptation to climate change and the mechanisms of non-morbid obesity. These rodents, capable of doubling their body mass to survive eight months of hibernation, will also become the faces of Fat Marmot Week. Scheduled for the end of August and inspired by the famous Alaskan competition, the initiative will see users vote for the fattest and most winter-ready animal, while promoting the principles of body positivity and scientific dissemination.
The digital story between dissemination and ethics of science
The unusual landing on OnlyFans demonstrates how modern scientific research must adapt to the languages of digital marketing and the attention economy. Although the fundraising through the OnlyMarms profile currently only serves to cover marginal costs, the operation has put the spotlight back on the importance of the conservation of the species and the need to protect wildlife also using the new means that the web offers.
