Highlight the white text inside the block for hints ranging from vague to specific...
The phoenix seems like it's trying to tell you something.
Another Samuel might be able to help you make sense of what he's saying.
Maybe it's calling for help: "Peep-peep peep! Squawk squawk squawk! Tick-tick-tick!"
The phoenix's cries need to be interpreted as Morse code.
Take words of six or more letters as dashes, and fewer than that as dots. Each sentence is an individual letter:
-- ..- ... .. -.-. -- .- -.- . .-. ...
Translated, this spells out the keyword, MUSICMAKERS.