Canadá ·
The CEO, the Lyricist and the Art Director Are the Same Man: Why Mike Sain't Louis Needed His Own Label to Release a Kiss-Off Song No Executive Would Have Signed
The Madrid-based indie alternative artist, who calls himself “the first AI singer-songwriter,” runs every part of his project on his own terms; his blunt, funny breakup anthem about a lying ex shows what that freedom sounds like
MADRID, October 25, 2026 — Some song titles would never survive a marketing meeting. The one Mike Sain't Louis chose for this release is a crude, rhyming Spanish insult aimed at an ex-boyfriend, calling him a “Pinocchio” — a liar — and adding, in very explicit terms, that he was also a disappointment in bed. In a conventional record company, someone would have suggested a softer title, a cleaner chorus, maybe a different single altogether. Mike Sain't Louis didn't have to ask anyone. He is the label.
The Madrid-based indie alternative artist, who presents himself as “the first AI singer-songwriter,” is lyricist, composer, music producer, art director and CEO of his own independent label, MIKE SAIN'T LOUIS. There is no record company behind him and no intermediaries between his notebook and his audience. This song is a good way to understand what that independence means in practice.
A breakup song with the gloves off
The song opens with a mock-polite address — “dear handsome,” roughly — and an immediate jab:
“Querido morenazo, se te está cayendo el relato” (“Dear handsome, your story is falling apart”)
The ex, the lyrics explain, had assumed the narrator would be destroyed. Weak and traumatized, he would surely come crawling back, crying, drunk and desperate. Surprise: he isn't. He won't pretend to be delighted — the ex is the one who lies, not him — but he is very clear that he isn't going back. He has had enough of sharing his home with someone who behaves like a pig, and the song makes the comparison literally, with a farmyard of insults delivered in the deadpan, theatrical style that runs through his catalogue.
Then comes a line that shifts from comedy to something closer to a warning. Addressing the ex as a “driver,” the narrator advises caution: it seems, he says, that thrill-seeking doesn't get along well with condoms. It is a joke with a public-health edge, the kind of line that turns a personal kiss-off into a comment on how people treat each other.
The farewell is short and final:
“Hasta nunca y adiós” (“See you never, and goodbye”)
“People think a breakup song has to be sad or elegant,” Mike Sain't Louis says. “Mine is neither. It's what you'd say to your friends after the third drink, but with rhymes. That's where the truth comes out anyway.”
Why the label matters
It is easy to talk about artistic independence in the abstract. This song makes it concrete. The title is explicit. The lyrics name body parts and compare an ex to livestock. The tone is gleeful rather than wounded. Each of those choices would be a negotiation in a traditional industry setup. In Mike Sain't Louis's case, there is nobody on the other side of the table.
“When you own your label, the only person you have to convince is yourself,” he says. “That's terrifying and wonderful. Nobody protects you from a bad decision, but nobody stops you from a good one either.”
That freedom extends to every part of the project. He writes all of his lyrics. The music and vocal performance are made with artificial intelligence, which he uses as a production and arrangement tool — the way earlier generations embraced the drum machine or the home studio. The words, the concept and the art direction are his. He also oversees the visual side: his project includes more than 280 music videos.
The scale of that output is part of the story. Over roughly two years of work — not overnight — Mike Sain't Louis has released 273 singles under the PLANETA GAYFOLK banner. No label scheduling, no release-calendar politics, no decisions about which songs are “commercial” enough. Just a body of work built one song at a time.
And then there is the most radical decision of all: his music is free. Every song can be streamed and downloaded at no cost on his website, with full lyrics. There is no store and nothing is for sale. For a label CEO, that is an unusual business model. For an artist who wants to be heard, it is perfectly logical.
The truth underneath the jokes
Behind the bravado, this song belongs to a larger and more serious body of work. Mike Sain't Louis has spoken publicly about the purpose that drives much of his writing. With professional support, he turns years of relationships with narcissistic partners into music, to bring visibility to narcissistic and psychological abuse and its effects on mental health, and so that people who have lived through it feel seen and believed.
Seen in that light, the opening of this song takes on extra weight. The ex expected the narrator to be broken, traumatized, begging. The song is the answer: not broken, not begging, and laughing. It is a portrait of the moment someone takes back the narrative — and a reminder that humour can be a form of recovery.
A model, not a manifesto
Mike Sain't Louis is careful not to turn his independence into a sermon. He doesn't claim that every artist should run a label or give music away. What he does claim is that it is possible — that one person, with a clear vision and the right tools, can build a catalogue, a visual identity and a direct relationship with listeners without waiting for permission.
“I'm not against anyone,” he says. “I just got tired of waiting at a door that wasn't going to open. So I built a house.”
The world of GAYFOLK
The song lives inside a larger universe. PLANETA GAYFOLK is built around a trilogy of albums designed as one journey: “Descubierto un nuevo planeta llamado GAYFOLK” (“A New Planet Called GAYFOLK Has Been Discovered”), “Ojalá se pudiera viajar a GAYFOLK” (“If Only We Could Travel to GAYFOLK”) and “El día de la liberación” (“Liberation Day”). The destination is a planet where everyone can live exactly as they are.
His style ranges from electropop to copla, Spain's traditional torch song, and from alternative pop to ballads. His songs are mostly in Spanish but also in English, French and Portuguese, and they cover love, heartbreak, exes, nosy neighbours, queer life in Spain, liberation and mental health — with camp, humour and no censorship. Many listeners discovered him in 2024, when his song “Tan Cateto” went viral on TikTok.
Why Canadian listeners should pay attention
Canada has a long tradition of independent artists who built their careers outside the major-label system, and a music community that takes do-it-yourself culture seriously. Canadian listeners also know what it means to be a smaller market next to a much larger one, and to value artists who find their own way to an audience. Mike Sain't Louis is part of a very different scene, but his model — total creative control, a self-run label, free access to the full catalogue — speaks to the same values.
For Canada's queer communities, in Montréal, Toronto, Vancouver and beyond, he offers something else: frank, funny songs about gay life that don't sand off the rough edges. And for French-speaking Canadians, there is a bonus: part of his catalogue is written in French, alongside the Spanish, English and Portuguese songs.
The photo accompanying this release shows him standing among rows of red velvet seats in a theatre with gilded balconies and glowing chandeliers. It's an apt setting for a song that plays its breakup like a stage farce — and for an artist who, without a label to book the venue, simply built his own stage.
Where to listen and download for free
This song and Mike Sain't Louis's full catalogue can be streamed and downloaded free of charge at https://mikesaintlouis.com, where each track is published with its lyrics. Nothing is sold. His music is also available on Spotify, Deezer and other major streaming platforms. Follow the project on Instagram at @planetagayfolk.
Listeners should note that this track contains explicit language, which is part of the artist's uncensored approach.
About Mike Sain't Louis
Mike Sain't Louis is an indie alternative artist based in Madrid, Spain, who calls himself “the first AI singer-songwriter.” He writes every lyric and creates the music and vocal performance with artificial intelligence as a production and arrangement tool. He is the lyricist, composer, producer, art director and CEO of his independent label, MIKE SAIN'T LOUIS, with no record company or intermediaries involved. His PLANETA GAYFOLK project comprises 273 singles, more than 280 music videos and the GAYFOLK trilogy, a queer alternative pop journey toward a world where everyone can be themselves. His entire catalogue is free to stream and download at mikesaintlouis.com.
Media contact
Mike Sain't Louis — MIKE SAIN'T LOUIS (independent label) Email: info@mikesaintlouis.com Website: https://mikesaintlouis.com Instagram: @planetagayfolk