FishbowlLA has to hand it to Budd Friedman and Mark Lonow (pictured), co-founders of legendary Melrose Ave. stand-up comedy club The Improv. They have come up with a comedy competition name that doubles as its own punchline.

“Up Yours” doesn’t mean they want to hear exclusively from would-be Andrew Dice Clay‘s. Rather, they are exhorting undiscovered funny people to up(load) your(their) videos for judging as part of a social media-embedded competition. Per the press release:

The winner will be provided a once-in-a-lifetime opportunity to meet with APA Talent Agency and a chance to perform on the Improv stage. The performance will be taped and shared on the comedy club website.

“The Improv has been a comedy institution for over 48 years,” Friedman explains. “Mark and I want to leverage the constantly evolving digital world to allow comedy lovers the opportunity to enjoy what the Improv has always offered its fans and find our next great comedic talent.”

The contest URL is ImprovCC.com. Finals will take place at Harrah’s in Las Vegas, and the winner will also receive $25,000 worth of bookings at the chain’s Nevada comedy clubs.