In 2015, in a meeting that quickly turned into standing-room-only at Imaging USA, Shawn Lee, Cr.Photog., began his sincere mission to connect photographers of every race, nationality, and background with little more than lemonade, snacks, and some words of inspiration. The intention behind this original diversity and inclusion meeting was to connect photographers across different cultures and backgrounds and broaden connections amongst photographers at Imaging USA. 

Now, this meeting has grown into an annual program at Imaging USA called United Behind the Lens, an event with snacks, motivational speeches, fun ice breaker activities, and sweet moments of connection. Shawn’s hope is that one day he will live to see a time when United Behind the Lens is no longer necessary. “My dream is that we get to a point in our industry where we no longer need what we do and that inclusion is innate.”

The Inspiration Behind Rock That

Shawn’s early involvement with PPA and pursuing inclusion of all photographers reminded him of the importance of having a community beyond the local level. In Shawn’s early days of photography in Detroit, he remained siloed in his craft and didn’t have many photography connections outside of the city. He was instead focused on supporting his family while navigating a profession he couldn’t yet afford to invest in fully. Spending $300 on a ticket to a photography conference would have felt unimaginable. 

Shawn’s early experience inspired Rock That—a program designed to give photographers access to affordable, high-quality education while building community. “It’s slowing the train down so people can run and get on it,” Shawn explains.

From the beginning, Rock That was rooted in generosity. When the event first launched, Miller’s Professional Imaging stepped in to sponsor. Instructors donated their time, travel, and expertise simply because they believed in the mission. “If we were going to help people of color succeed, we had to invest in them,” says Shawn. “There is always a return when you invest in people. There is no greater investment in the world other than people.”

Rock That Today

Ten years later, Rock That remains true to its founding spirit—education, inclusion, and community—while growing into one of the most exciting events of the year. Sponsored by Miller’s Professional Imaging, 17hats, and Godox, this two-day conference takes place October 23–24 at PPA headquarters in Atlanta, Georgia.

For just $49, attendees get access to hands-on photo bays, networking with peers, catered lunch, and top-tier photography education. The 10-year celebration will close with a high-energy party you won’t want to miss. Even better, all proceeds benefit charities that serve homeless children and families, so every ticket purchased directly makes a difference.

In addition, Rock That invests in the next generation by awarding scholarships to middle and high school students who attend. As Shawn reminds us, “It was never meant to be profitable. It had to be excellent.”

Carrying the Mission Forward

From that first diversity meeting in 2015 to today’s Rock That conference, Shawn Lee has remained steadfast in his commitment to elevating the photography industry by lifting people up. His authenticity, his belief in community, and his unapologetic dedication to inclusion have created a legacy that continues to inspire.

PPA is proud to celebrate ten years of Rock That and to thank Shawn for his vision and heart. Here’s to another decade of education, empowerment, and connection.

Seats are limited—register for Rock That today to be part of this unforgettable event!