In 1981, he founded a studio "Novik-records" and a band "Rock-Poligon" and recorded a same-name album.
In 1984, he withdrew from rock-music and recorded his famous album “Carry me, carriage driver”, which was unexpected for everybody. The album broke all records of popularity and copying scopes.
In 1997 Novikov addressed the poems of the great Russian lyricist and released 2 albums: "Sergey Yesenin" and "I Remember, My Love...". According to music critics, this song cycle based on Yesenin’s poems is recognized as the best in the 20th century.
Aleksandr Novikov is a prizewinner of the National Award "Ovation" in the category "City Romance" (1995), and a repeated prizewinner of "Chanson of the Year" award.
Having written over 300 songs and released over twenty discs, Aleksandr Novikov created an absolutely unconventional genre, a contemporary city romance.
The singer is President of the Foundation "400th anniversary of Romanov House" in the Urals, and beginning with June 2010, Aleksandr Novikov is art director of the Ural State Theatre of Variety.