Disconcerted with the lack of funding provided for burgeoning artists, Luber set out to resolve his financial Catch-22: "I have no money with which to establish myself and I can't get money because I'm not established!" The answer was no further than his desktop.

"The Internet," Luber told Playbill On-Line. "Here's a place where one can reach out across the globe and bring people together for a common cause. It amazes me that the art world hasn't latched onto this concept before now! It's a tremendous resource that can bring art to almost anyone and that's what I plan on doing."

The basic concept for Steve Sells Out is: prospective donors or curious websurfers log on to the official website (SteveSellsOut.com) and donate however much their philanthropic hearts' desire. Those familiar with PBS or NPR pledge drives and the like know that those who contribute are rewarded with gifts (albeit that usually do not add up comparably to your donation). The show follows a similar tiered donation system (ranging from $5 to $1000 and up), however, prospective arts patrons to Steve Sells Out are allowed to propose an addition to the show.

"Unlike regular philanthropy, you actually get input into the show!" Luber exclaims. "A monologue, a dance, you can even write your name into the show. And once we've collected all these contributions, I'm going to weave them all together and create a show out of it!"

At press time, the current tote had grown from a meager $5 at the site's launch to a swelling $155 — no doubt, bolstered by a recent launch party in downtown Manhattan. Though the partygoers aren't all to credit with the boost. Luber explains "In a matter of days, I've already got some wonderfully creative ideas from all over the world! We've got people contributing from Australia, the U.K. — it's so exciting to know that people are genuinely interested and that the project's already gone global!"

Speaking to those who might discredit the production as merely a gimmick, Luber says "I'd say that they're right! It is indeed a gimmick. But so is crafting a mission statement to get funding, or product placement on stage. If Baz Luhrmann can do it, why can't I? The difference between them and me is that I understand the influence and make the gimmick work for the art instead of molding the art to work for the gimmick." Most feedback thus far has been positive, and Luber revealed he would welcome any comment. "I want this to challenge and engage our everyday notions of how the arts thrive."

Proving he isn't a complete sellout, when asked about having a commercial producer pick up the production or transfer it to a commercial run, Luber said "Right now, I'd say no. I feel very strongly about how this process should work, and I don't want anyone coming in and interrupting that. So for this performance, I really want to make sure it keeps its integrity. However, if someone came into it who feels the same way, and wanted to keep the same idea in place, I'd sit down for a cup of coffee and discuss it."

A staunch downtown theatre advocate, Luber is actually a transplant from Potomac, Maryland. He moved to New York City to study drama and critical theory. "I've come into my own in downtown New York — I studied here, I live here, I see theatre here. What's great about it is that you see the mainstays of the performance movement like the Wooster Group or Richard Foreman, who have been here for decades, as well as the new groups trying to break out, creating really exciting stuff. I love it."

Luber starred in one of his own one-person shows, Rock Star, which performed a sold out run in downtown NYC as well as a benefit performance at the Montana Artists Refuge in Helena, MT. A graduate of NYU's Tisch School of the Arts, he has also served as Assistant Editor at TDR: The Drama Review, and collaborated with HBO, The Drama Dept. and the Mabou Mines Suite.

Steadfast to his current project, Luber sways from talk of his personal downtown muses, concluding "However, these influences won't really do anything for Steve Sells Out because I've already picked my influence: the people who contribute to the site. They're the ones who will actually determine the themes and trajectories of the performance. The most thrilling and terrifying thing about this project is its freedom — the sky's the limit here — and that allows for an independence that will distinguish Steve Sells Out from anything people have seen before."

To learn more about the Steve Sells Out project, visit the website — complete with running tally, Warhol-inspired artwork, and yes, t-shirts — at www.SteveSellsOut.com.