How Michael Jackson caught fire during a 1984 concert
On January 27, 1984, Michael Jackson's hair caught fire during a performance ... At the peak of his popularity, Michael Jackson starred in Pepsi commercials. It was a terrible mistake ... Due to unsuccessful pyrotechnics, Michael's hair caught fire, and he was taken to the hospital.
The composition "Thriller" then headed one chart after another around the world! Michael was great. The incident took place in Los Angeles at the Shrine Auditorium, where thousands of fans witnessed how during the performance and performance of the song "Billie Jean", reworked specifically for Pepsi advertising, Jackson's hair was lit from pyrotechnics.
This scene was so bright and dazzling that no one noticed how the king of pop lit a fire on his head ... Only when Michael let out a frantic cry, Miko Brando, security assistant, who is also the son of actor Marlon Brando, rushed to Jackson and put out the fire by falling on him.
Ambulance and hospital
Still dressed in his signature uniform (even with gloves and jewels), Michael Jackson was rushed by ambulance to Cedars-Sinai Medical Center, where he was transferred to the burn unit at Brotman Medical Center.
Media, contract and promotion of his album
Despite media claims that he was in critical condition, Michael was quite comfortable during his stay in the hospital, where doctors treated second- and third-degree burns on his head and staff showed his favorite movie, Close Encounters of the Third Degree ( 1977). However, the next day, Michael began to get angry ...
The ill-fated performance and filming was part of PepsiCo's $5 million campaign. It was a promotional deal that launched the "New Generation" campaign in hopes of attracting new youth to pop. In exchange, the deal included sponsorship of The Jacksons Five, the Jackson brothers' upcoming The Jacksons Victory Tour. Michael Jackson has joined his brothers to promote his latest album Victory.
The contract, however, did not cover medical expenses for firework burns. The company paid another $1.5 million to negotiate with Jackson. By the way, he donated this money to the burn department of the Brotman Medical Center, where he underwent an operation to restore the scalp. Shortly thereafter, the Michael Jackson Burn Center opened at the hospital and a burn fund was set up to fund recovery operations for burn victims. But it will not exist forever: in 1987, the hospital will be forced to close the 23-bed burn center.
Meanwhile, Jackson negotiates with Pepsi for 10 million dollars. The money goes to support his Bad Tour. Engaging celebrities to promote a brand and sponsor their own performances is becoming an industry standard for major campaigns. This is especially beneficial for the pop stars themselves, who use these marketing campaigns to pay for expensive tours. Pepsi continues to attract top pop artists in the next decade, including Madonna, Beyoncé and Britney Spears.