In the early 1990s after winning the Thessaloniki Song Festival, Rouvas became a dominant figure in Greek entertainment, gaining a mass fanbase and being cited as a phenomenon. His sexualized image and live performances utilizing complex choreography and costumes have earned him notoriety. He and manager Elias Psinakis formed a famous partnership in Greek show business. Rouvas' increasing popularity was coupled with criticism of both professional choices and personal struggles, which damaged his public image and lead to a brief, relatively unsuccessful period in the mid 90s. After five commercially successful albums with PolyGram Greece, Rouvas signed with Minos EMI in 1998. Having been a notable artist in the Balkans for years, Rouvas embarked on multiple projects abroad and represented his country in the Eurovision Song Contest in 2004 and 2009 and co-presented the 2006 contest, while also venturing into film and television.
Amongst Rouvas' achievements include multiple recognized awards –including six Arion Music Awards, 12 MAD Video Music Awards, and a World Music Award– number-one albums and singles that have all achieved certifications of gold or higher, and sales of an estimated two million records as of 2008, making him one of Greece's best-selling music artists in history. Rouvas' distinct musical and performance style has influenced other artists, while his contributions to music have made him a prominent part of popular culture for nearly two decades.
