Meet the new frontiersman

Photos provided to China Daily

He was later hired by global sports and media giant IMG, which set up several of China's top sports leagues, before making the jump to AEG.

Like many pioneers, there is something of the seasoned gambler about him. He booked the Stones despite the fact their last two engagements in China met with mixed results. The first tour in 2003 was canceled due to the SARS virus. The second only went ahead after the band agreed to cut five of their songs.

Taking Bieber to a city that foreigners may vaguely associate with China's most successful soccer team, if anything at all, was also a huge risk.

"Justin was the main act for the grand opening of the Dalian building," says Cappo, referring to the city's new Zhongsheng Center. The venue, which just hosted the National Games, bears the name of China's top luxury car distributor and after-sales service provider. This was the first-ever domestic naming rights deal for an arena involving a Chinese company.

It was preceded by one of Cappo's landmark achievements at AEG: negotiating a $80 million, 10-year sponsorship deal for the Mercedes-Benz Arena in September 2009. The deal was described by the New York Times as giving birth to the naming rights industry in China.

AEG followed this up by inking a five-year agreement with MasterCard in late 2010 to sponsor the former Olympic basketball arena in Beijing. AEG manages the building with its Beijing partner.

Nicknamed the UFO for its spaceship-like profile, the Shanghai venue was built for the 2010 World Expo and featured performances last year by J-Lo, Elton John, Maroon 5 and Usher. Alicia Keys gave a concert there last month, hot on the heels of the Killers.