Alpha (also referred to as Alfa,[2] stylized in all caps) is the eleventh studio album by the Serbian singer Jelena Karleuša, released on August 13, 2023 by JK Entertainment and distributed by Virgin Music.

The following year, she released the single "Ferrari" together with Teča and Nesh, and also held her second major solo concert Viva La Diva, which was met with a barrage of criticism.

The song was titled "Lokal Beogradizam" (Local Belgradism), but it was scrapped after Sajsi MC had collaborated with Croatian singer Severina.

[7] In 2019, Karleuša released the single "LaJK" (Like) featuring Serbian rapper Gazda Paja and shared a snippet of a collaboration with Lapsus Band via Instagram, titled "Pretvorilo se srce u kamen" (The Heart Turned Into Stone).

[11][12][13] Due to Karleuša's employment in the Zvezde Granda project, the album release was postponed to the summer of 2021, when her contract with the show should end.

The singer planned to premiere several new songs at the August Music Week festival in Ušće, but changed her mind, deciding to arrange a full-fledged advertising campaign for the album.

[17] In November, Karleuša shared on social networks that she was preparing a surprise on 31 December, many assumed that this was the release date of the new album.

[citation needed] It was also announced that Sajsi MC and Serbian lyricist Milan Radulović, son of Karleuša's late longtime collaborator Marina Tucaković, were working on the album.

[32] The album was released at 12:00 CEST,[33] and featured guest appearances from Devito and DJ Hamida on the only collaborative track "Nepogrešivo" (Unmistakably).

[39] On 15 September, she announced that the guests at the concert would be Pavlović, Devito and Alpha's songwriters Mimi Mercedez, Sajsi MC and Nemanja Antonić.

[41] Karleuša stated for Telegraf.rs that her legal team was dealing with the issue and that she wouldn't speak out about it anymore, expressing disappointment with Futa, as she was Tucaković's close personal friend.

According to the National Assembly member Đorđe Stanković, Karleuša received €1.5 million from Telekom in exchange for loyalty to the regime of President Aleksandar Vučić.

She faced harsh criticism after she had appeared on RTV Pink's show Hit Tvit and dismissed the 2023 Serbian protests against the Government, which had been triggered by the Belgrade school shooting.

The cartoon was criticized by Miloš Vučević, the Minister of Defence and the president of the SNS, who dubbed it "promotion of hatred" and "an insult to mothers and women".