Music photography can come to define not only the way artists are understood in the context of their present work, but also how they are remembered for the rest of their lives. Who Shot Rock & Roll, a featured short at this year's Tribeca Film Festival, looks back at the lives of some of the most notable rock 'n' roll photographers of the ’60s, ‘70s, ‘80s and ‘90s, highlighting the vital role photography plays in the creation of a musician’s image and career.
Inspired by the film, Pepsi.com looks to New York-based music photographer Jessica Lehrman for tales from the cameras that are creating today's iconic photos. She's travelled the world taking photographs of some of the biggest musicians alive. Her specialty happens to fall in the hip-hop world. Shooting people like ASap Rocky, Kendrick Lamar, Joey Badass, and Jermaine Dupri has landed her photos in publications like Rolling Stone, Billboard, Spin, and Vice among many others.