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.
Subject: LetsPostIt – Abby McCoy – "The Music Video Shoot" Report Type: Adult Content Review & Summary Date: October 26, 2023 LetsPostIt - Abby McCoy - The Music Video Shoot...
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. In the golden age of digital content, the
The first take felt brittle; Abby kept missing a note at the top of the chorus. On the monitors, Mateo’s face tightened. LetsPostIt’s cinematographer, Jonah, suggested changing the angle and letting Abby move toward a single spotlight rather than trying the sweeping dolly they’d planned. The new framing gave the chorus space to breathe and made Abby’s voice sound stronger on playback. The team improvised props: a neon sign the art department hadn’t finished was repurposed into a handheld, creating a signature visual that would later trend on social.
During a break, Abby sat with the dancers and the drummer, eating sandwiches and laughing about the city’s worst open-mic nights. The camaraderie helped. Confidence returned. The crew restarted, and the vocal takes improved. LetsPostIt’s sound engineer, Priya, suggested a double-track for the final chorus to give it a bigger, stadium-ready feel. Abby agreed—this was the kind of small production choice that made songs feel larger than the room they were recorded in.
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. The video shoot wrapped at 4:00 AM on a Sunday
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 final, edited music video drops this Friday at 9 AM EST. But here is the twist: The director has decided to release three versions.
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."