Letspostit - Abby Mccoy - The Music Video Shoot...

The video’s centerpiece was a rooftop scene at golden hour. The plan called for a choreographed sequence with Abby and the dancers silhouetted against the setting sun. As they set up, an unexpected band of street musicians began playing on a neighboring roof, their harmonica and brush snare drifting across the gap. Mateo glanced at Jonah, then at Abby, and simply nodded.

They opened the rooftop sequence and let some of that spontaneous music through the monitors. Abby improvised a softer line in the bridge, and the cameras caught a raw, unplanned intimacy—the kind of moment that can’t be storyboarded. LetsPostIt captured it with a roving gimbal, close-ups of fingers tapping the railing and Abby’s lashes glinting with leftover glitter. When they played it back, the room went silent. Everyone felt it: the scene had become something else—personal and cinematic at once.

The video shoot wrapped at 4:00 AM on a Sunday. But the story of "LetsPostIt - Abby McCoy - The Music Video Shoot..." didn't end there.

Instead of throwing away the 15,000 sticky notes, the team decided to auction them. Each note—whether it said "I miss my dog" or "You should call your mother"—was sold as an NFT and a physical artifact. 100% of the proceeds went to a mental health nonprofit focused on digital wellness.

The final physical "Wall" was disassembled and shipped to the LetsPostIt headquarters, where it now sits in the lobby as a permanent installation.

Normally, a music video shoot requires a script supervisor, a prop master, and a continuity editor. For this project, LetsPostIt provided a Live API feed connected to a wall of monitors. LetsPostIt - Abby McCoy - The Music Video Shoot...

The workflow was unprecedented:

"The latency is what blew my mind," says Director Ben Schwartz. "We shot one scene where Abby is lying on the floor, surrounded by scattered notes. We told the LetsPostIt audience to 'bury her.' Within five minutes, thousands of notes poured in. We literally could not see Abby anymore. That take made the final cut."

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.

The premise was radical: The music video wouldn't just feature the fans; it would be directed by them in real-time.

"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 video’s centerpiece was a rooftop scene at golden hour

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.

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.

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.

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.

The final, edited music video drops this Friday at 9 AM EST. But here is the twist: The director has decided to release three versions. "The latency is what blew my mind," says

Abby McCoy stated at the wrap party, "I didn't just make a video. I made a time capsule. If you scroll through the archives of LetsPostIt from that weekend, you’ll see the exact mood of the internet on that Tuesday. It’s sad. It’s funny. It’re real. That’s the music video."

They didn’t wrap until midnight. Mateo and the LetsPostIt team reviewed footage on small monitors, noting two shots to reshoot the next day and flagging the rooftop improv as a keeper. Abby signed posters and thanked the crew, her voice tired but bright. The producer promised color grading that would make the neon pop and editing that kept the rooftop moment intact.

Abby left clutching a USB drive with dailies and a new belief: this shoot had been more than a checkbox for promotional content. It had shown her what collaboration could do—how a good director, flexible crew, and willingness to lean into accidents could turn a planned video into a living piece of art. She pictured the premiere: fans singing the chorus back, the neon sign trending, a thousand new playlists.

Back home, she placed the lucky guitar pick on her bedside table and let herself fall asleep to a rough mix of the final cut. Tomorrow would be color grading and edits, social teasers and a release strategy from LetsPostIt. Tonight, she slept with the city lights blinking like tiny promises outside her window.