London, UK - With the release of video of Michael Jackson's hair catching fire during a 1984 Pepsi commercial, several hundred fans have gathered at London's O2 arena to participate in a vigil and light each other's hair on fire.
Said one participant, "It's not really a protest, so much as it is just 'performance art'. Yesterday was the moonwalk. Today it's hair catching on fire. Tomorrow we expect something totally different."
That is if there are any participants left. Several dozen of the participants had to be taken to the burn unit at Chelsea and Westminster Hospital, Fulham Road, to be treated for their extensive burns and receive psychological counselling. The hospital has subsequently put up a website encouraging other fans to donate money to cover the costs of the injuries.
Some participants have stated that a radio station encouraged their participation. It is still too early to say if Russell Brand or the B.B.C. were involved.