When a song is rooted in something deeply personal, bringing it to life visually becomes a delicate balance. For South Florida rock band SIREN, “February’s Son” is more than just a single release. it is also a tribute shaped my memory, loss and love. Translating that into a visual format required not just creativity, but sensitivity.
Rather than over-directing the process, the band took an unusual approach: they stepped back. Entrusting the project entirely to lyric video director Wayne Joiner, they allowed the visuals to be guided purely by instinct and interpretation. The result is a music video that is an organic extension of the song.
In this Exclusive, SIREN and Joiner share the creative decisions behind the “February’s Son” music video, and the power of leaving space open for interpretation as well as how a blank canvas can sometimes lead to the most meaningful results.
Tell us the story of this song and why you chose to visualize it this way?
“When I started on the February’s Son video, I knew that I had to approach it in a visually dynamic way but also I wanted to be sensitive to the meaning of the song. Every moving part of the video, from the motion graphic elements to the footage and photos used, ties together to tell the story of the lyrics. My goal was to have the viewer connect with the visual imagery in way that gave a personal feeling as if the song was written about them or moment in their lives similar to the concept of the song. Hopefully I made that connection.” – Wayne Joiner
What was the inspiration behind this new video (visuals, storyline, etc.)?
“Video Producer Wayne Joiner was brought in to create the lyric video, and we purposefully didn’t provide any insight or background as to what the song was written about, or what it meant to our family. It was such a beautiful video that he created and his interpretation was to us a perfect tribute to Reese, his mother and family.” – Rob Phillips
What was the process of making the video?
“Wayne is an experienced Pro who has worked with the likes of Mamouth, Creed, and Kansas, so we essentially gave him a blank canvas to work with. We didn’t want to give him any input or direction as I wanted him to be free to create his vision of our story. He nailed it!” – Rob Phillips
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