Rouvas was born on 5 January 1972 in the village of Mandoukion, near Corfu City on the island of Corfu, the eldest of four sons of Konstantinos "Kostas" Rouvas (an ambulance driver) and the teenaged Anna-Maria Panaretou (a duty-free shop clerk at the local airport). He has three brothers: Billy (b. Vasilios), Tolis (b. Apostolos, 1975) and Nikos (b. Nikolaos, 1991). The family was poor, and Rouvas began taking care of his brothers at age five. At age four, he exhibited athletic ability and took ballet classes as a child.

After moving to Patras, Rouvas continued to look for performance opportunities until he met Dakis (a popular Greek artist who was the first person to help him professionally). Rouvas moved to Athens, and made his first professional appearance in 1991 at the Show Centre. His showmanship attracted the attention of music executives such as Nikos Mouratidis, who encouraged songwriter Giorgos Pavrianos to produce him. Rouvas, singing Michael Jackson's "Man in the Mirror" was discovered by PolyGram executives who signed him to his first recording contract. After moving to Athens he lived with an older English woman named Sally, with whom he had begun a relationship on Corfu. Their relationship ended when Psinakis became Rouvas' manager, and the singer became more career-oriented. The media has speculated about Rouvas' personal life and relationships with model Zeta Logotheti, Sofi Kantarou (a Corfu bar manager) and singer Elli Kokkinou. Several months later he debuted at the Thessaloniki Song Festival, losing Best Vocal Performance to Giorgos Alkaios but singing the Best Composition ("Par'ta"; "Take Them", with music by Nikos Terzis and lyrics by Giorgos Pavrianos). There was a brief earthquake during the festival.  Rouvas released his eponymous debut album, which topped the Greek Albums Chart, the day after the festival. "Par'ta" became a radio hit, and other songs of the album such as "1992", "Ego S'agapo" ("I Love You") and "Gia Fantasou" ("Imagine") also became popular.  In September 1992 Rouvas released his second album, Min Andistekese (Don't Resist), also composed by Nikos Terzis. It produced the singles "Gyrna" ("Return"), "Min Andistekese", "Na Ziseis Moro Mou" ("Live, My Baby") and "Me Kommeni Tin Anasa" ("Breathless"), with a music video of the title track. The album's success helped establish Rouvas at the top of the Greek music scene.  In October 1993 Rouvas released his third album, Gia Sena (For You), with music by Alexis Papadimitriou and lyrics by Eleni Giannatsoulia and Evi Droutsa. The single "Kane Me" ("Make Me") became a radio hit, with "To Xero Eisai Moni" ("I Know You Are Alone") and "Xehase To" ("Forget It") also receiving airplay.

Did he do other performances?
Several months later he debuted at the Thessaloniki Song Festival,