If you’ve scrolled through your feed recently, you’ve likely seen the teasers: neon lights, a chaotic film set, and Abby McCoy laughing while holding a clapperboard covered in sticky notes. The official title floating around the industry is simply "LetsPostIt - Abby McCoy - The Music Video Shoot..." —an ellipsis that promises more than just a final cut. It promises a story.
Are you featured in the video? Do you have a sticky note on Abby’s wall? Post your memory using #LetsPostItAbby. Your screenshot might be featured in the director’s cut.
In the golden age of digital content, the line between a "music video" and a "viral moment" has never been thinner. Yet, every so often, a project comes along that doesn't just cross that line—it erases it entirely. Enter the collaboration between rising star Abby McCoy and the innovative digital platform LetsPostIt . LetsPostIt - Abby McCoy - The Music Video Shoot...
It is a reminder that behind every polished final cut, there are hundreds of hours of chaos, thousands of sticky notes, and one artist brave enough to let the world see the glue.
"The moment LetsPostIt came to me with the idea, I said yes immediately," McCoy revealed in an exclusive pre-shoot interview. "We put out a call on the platform: 'Send us your chaos. Send us your memories, your text conversations, your doodles. We are going to project them onto the set.' Within 48 hours, we had over 15,000 digital sticky notes." The production took place over a grueling 72 hours at a converted warehouse in downtown Los Angeles. Walking onto the set of "LetsPostIt - Abby McCoy - The Music Video Shoot..." was unlike any traditional film set. 1. The "Living Wall" Set Design The centerpiece was a 40-foot-wide wall composed of 500 real corkboards. Each board was peppered with printed submissions from LetsPostIt—anonymous secrets, fan art, and inside jokes. As the cameras rolled, a team of "runners" literally ran behind the wall, swapping out notes in real-time based on what was trending live on the platform. 2. The Interactive Choreography Abby didn't just sing to the camera. She interacted with the notes. During the second verse, she plucked a sticky note off the wall that read, "You broke my heart in 2022." She held it to her chest, tears welling up, while the beat dropped. That moment wasn't scripted. It was organic, pulled from the emotions of the LetsPostIt community. 3. The "Red Light" Livestream Here is where the ellipsis in the project title gets interesting. The team at LetsPostIt set up a 24/7 livestream labeled "Abby McCoy - The Music Video Shoot - Uncut." No filters. No edits. Just the raw hum of the set. Viewers watched Abby re-record the same eight bars of a bridge for three hours. They saw the director eat cold pizza. They watched the lead guitarist break a string. If you’ve scrolled through your feed recently, you’ve
"We had to pivot," recalls Line Producer Maria Flores. "We turned that section of the wall into a 'blur zone.' We painted over it live on stream. It added an extra layer of commentary on censorship and what we choose to display."
The premise was radical: The music video wouldn't just feature the fans; it would be directed by them in real-time. Are you featured in the video
Today, we are going behind the scenes of the most talked-about music video production of the year, breaking down how Abby McCoy transformed a standard shoot into an interactive, real-time digital spectacle. Most artists drop a music video on YouTube and hope for the best. Abby McCoy, known for her genre-bending pop sound and grassroots fan engagement, wanted something different. She wanted to dismantle the fourth wall entirely. The solution? A partnership with LetsPostIt , a platform famous for turning anonymous confessions and crowd-sourced notes into visual art.