On January 27, 1984, Michael Jackson stood at the pinnacle of global superstardom. With his record-breaking album Thriller dominating the charts and a $5 million endorsement deal with Pepsi in hand, Jackson was poised to ascend even higher. But a tragic accident during the filming of a Pepsi commercial would forever alter the course of his life.

The shoot took place inside the Shrine Auditorium in Los Angeles, where 3,000 fans gathered to witness a simulated concert performance. The commercial, set to a reworked version of Jackson’s hit “Billie Jean,” featured fireworks timed with his dance down a short staircase. Director Bob Giraldi reportedly pushed Jackson to remain closer to the pyrotechnics for a more “majestic” effect. On the sixth take, disaster struck.

A massive explosion erupted—larger than in previous takes—igniting Jackson’s hair. Focused on his choreography, Jackson didn’t immediately notice the flames. It was only after a dramatic spin at the bottom of the stairs that he realized he was on fire. Shouting “Tito! Tito!” to his brother, crew members quickly rushed in, smothering the flames with a coat.

Makeup artist Karen Faye recalled the horrifying scene: “All his hair was gone, and there was smoke coming from his head.” The audience, unaware of the nature of the emergency, erupted in panic. Rumors spread quickly: “Michael Jackson has been shot!” some screamed. Comedian Kathy Griffin, an extra on set, remembered everyone being abruptly dismissed without explanation.

Jackson suffered second- and third-degree burns to his scalp and was rushed to Brotman Memorial Hospital in Culver City. Although he later joked in his autobiography Moonwalk about finally riding in an ambulance, the injury was no laughing matter. Wrapped in bandages, Jackson requested his signature rhinestone glove be left on — “The media’s here,” he quipped.

The hospital was flooded with over 200 calls per minute as fans clamored for updates. Jackson’s surgeon, Dr. Steven Hoefflin, reported the possibility of permanent hair loss. After two days, Jackson was released, still visibly shaken but maintaining his public persona.

Behind the scenes, the pain lingered. Jackson reportedly began suffering debilitating migraines and was prescribed strong painkillers and sedatives—treatments that many believe marked the beginning of his lifelong struggle with prescription drug addiction. His relationship with director Bob Giraldi ended after the incident, and tension with Pepsi executives mounted. Although Jackson threatened legal action, the soft drink giant settled the matter privately with a $1.5 million payout—money Jackson donated to the hospital to establish the Michael Jackson Burn Center.

In the months following the accident, Jackson’s behavior grew increasingly eccentric. He was later seen experimenting with a hyperbaric oxygen chamber, a medical device believed to accelerate healing. Though initially mocked as another “Wacko Jacko” stunt, it was later revealed Jackson had leaked the photos himself to promote the sci-fi film Captain EO, directed by Francis Ford Coppola and produced by George Lucas.

The trauma also seemed to worsen Jackson’s paranoia and obsession with health. Diagnosed later that year with lupus, an autoimmune disease potentially triggered by extreme stress, Jackson became ever more protective of his appearance and well-being. The coroner’s report following his 2009 death revealed that Jackson had worn wigs for years—his scalp never fully recovered from the burns.

While the Pepsi accident was treated lightly in the press at the time, it had devastating, long-term consequences for the King of Pop. It sparked chronic physical pain, emotional trauma, and possibly the beginning of the addiction that would lead to his untimely death decades later. In a tragic twist, the blaze that lit up the Pepsi stage in 1984 also ignited a chain of suffering from which Jackson would never fully recover.