No Spark No Fuel Pump noise.

Hi guys, was out riding over the weekend (about 80km) when I shut the berg down. It was off for less than a minute then tried to start and it would just crank, took the seat off and tried to start it to hear the fuel pump and nothing. I have checked all fuses in the fuse block plus the Yellow ones nothing seems damaged, even swapped them around, still nothing.
I got a multimeter onto the plug for the fuel pump, the one under the seat near the air box, no power to it.
I took the spark plug off and put a new plug in and tried to earth to the engine block but it has no spark as well.

Im guess its an electrical thing, maybe a loose wire, or coil? has anyone had a similar issue, maybe where I should start looking first?

I have a lithium batter in it and has very good crank
the bikes a 2011 FE390

Thanks guys.

Just had a read of that, but I'm not getting any power to the pump, I know what your saying but I dont think its a blocked filter. just no power to the pump to prime it.

yeah all fuses are good, cant see any fault codes displaying on the "Fi" lamp

Thinking its gotta be a wire somewhere or a faulty kill switch?
funny it was working until I turned it off, then wouldnt start after a couple of minutes ?