After the federal government canceled billions of dollars in research grants last year, UCLA scientists found a decidedly unconventional way to keep one of the world’s longest-running mammal studies alive: They turned their critters into content creators on OnlyFans, the subscription platform known more for risqué business than rodents.
In this case, the stars are yellow-bellied marmots, and the cheekily named account is “OnlyMarms.” Its nearly daily dispatches offer an intimate look at the private lives of these photogenic Colorado Rockies ground squirrels with a rating that is plainly “adorable for all ages.”
The account, the brainchild of UCLA professor of ecology and evolutionary biology Daniel Blumstein, was launched in late May when the National Science Foundation declined to continue funding for what is now a 64-year effort, the second-longest study of individually marked mammals in the world. Research conducted as part of the project, which is based at the nonprofit Rocky Mountain Biological Laboratory, has allowed scientists to observe changes in animal behavior, health and longevity, the effect of early adversity on life span, social relationships and survival across generations — insights that cannot be recreated once years of continuous data collection are lost.
The stars of OnlyMarms have names like Jamba Juice and Egg; its subject matter includes marmot social interaction, alarm calls and strategies for avoiding predators. Subscriptions are free, but admirers can leave tips in exchange for the photos and videos captured by the research team. The page has so far attracted thousands of visitors and raised roughly $6,000 — minus the platform’s 20% cut.
Emily Renkey, a graduate student in Blumstein’s lab, who set up the account, uses the footage to explain the animals’ behavior, giving viewers a big teaspoon of science with their daily dose of “aww.”
While OnlyMarms may keep the marmots in the public eye and bring in some welcome cash, crowdfunding alone can’t come close to sustaining the project’s ongoing fieldwork. For now, however, the marmoteers are making do with what’s available and hoping their furry content has enough subscribers to keep their long-running science reality show on the air.
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Media coverage of OnlyMarms
► SF Gate
► CBC
► Futurism
