Rita was born in the former Yugoslavia, but moved to the UK with her parents at the age of a few months due to the wars. His mother, Vera, is a psychiatrist, his father, and Besnik is an economist and pub owner. He has a sister (Elena) and a younger brother (Don). He grew up in London and also went to school here. He started singing early. She starred in the 2004 film Spivs. He wanted to represent England at the 2009 Eurovision Song Contest, but was ultimately not elected.