Milova made her name by participating in various singing competitions and television programs in Estonia and abroad since childhood, including The Baltic Voice, New Wave Junior, Kaunas Talent, Bravo Song Contest and Berlin Perle.

She rose to prominence in 2021 with her victory at the eighth edition of the Estonian talent show Eesti otsib superstaari, which earned her a record deal with Universal Music Group.

[3] On 11 February 2023, Milova performed in the final, where televoting chose her as the winner among the 12 participants to become their national representative at the Eurovision Song Contest 2023 in Liverpool.

On 14 August 2023, Alika announced on her Instagram account that her debut album would be released on 24 November.

Family members that still lived there, moved to Kyiv after the Russian invasion and occupation of Crimea in 2014.