Alex was born on January 19, 1988 in Tula (Russian:Тула), RSFSR, Soviet Union. His father was head of a company and his mother remained at home as a housewife. Alex played football as a child and played for the local youth team in Tula. At first he wanted to pursue a career in sports, but later chose to pursue music as his profession.
Alex studied the accordion at the College Of Music. Whilst there, he participated in many competitions. When Alex graduated he decided to return to the musical school, however this time he opted to study in the vocal department. For a short period of time, he was the lead singer of the Tula folklore ensemble "Delight".
In 2005 Alex won the gold medal for his solo performance at the Delphic Games IV. In the same year Alex went to Moscow where he was ranked #3 in a TV competition. He later moved to Moscow and entered more competitions.
In 2006, he signed a contract for Universal Music Russia. In July of that year Alex was one of the performers at the "Big Eight" which was held in St. Petersburg. He was one of the executors of "Youth Eight" and was also given the opportunity to sing during the closing ceremony. In 2007, Alex won an MTV award for upcoming artists.
In 2008 and 2009 he competed in the Russian national selections for the Eurovision Song Contest with the songs New Russian Kalinka and Angelom Biht but lost to Dima Bilan and Anastasia Prikhodko respectively. On March 5, 2011 he was eventually selected to represent Russia in the Eurovision Song Contest 2011, with the song "Get You", written by highly successful Moroccan producer Nadir Khayat (RedOne). In 2008, he entered the national selections for the Russian Eurovision song with "New Russian Kalinka", he came in fifth place.
He returned in 2009 but was forced to withdraw his entry due to employment schedule conflict. Alex was finally chosen to represent Russia in the Eurovision Song Contest 2011 and was internally selected. He finished 16th overall in the contest.
After recovering from a serious car accident he suffered in early 2013, Alex Sparrow is back with music he has written, composed and arranged himself. Called Friend project, it is a collaboration with his friend, Russian actor Sergei Romanovich. The latter had already appeared in Laskoviy Mai, a film about the career of the famous Soviet band of the same name.