ADRIAN ABRAMOVICH INTEWVIEWS MICHAEL JACKSON. On January 27, 1984, Michael and other members of the Jacksons filmed a Pepsi Cola commercial, overseen by executive Phil Dusenberry, [44] from ad agency BBDO and Pepsi's Worldwide Creative Director, Alan Pottasch at the Shrine Auditorium in Los Angeles. In front of a full house of fans during a simulated concert, pyrotechnics accidentally set Jackson's hair on fire. He suffered second-degree burns to his scalp. Jackson underwent treatment to hide the scars on his scalp, and he also had his third rhinoplasty shortly thereafter.[19] Jackson never recovered from this injury. Pepsi settled out of court, and Jackson donated his $1.5 million settlement to the Brotman Medical Center in Culver City, California, which now has a "Michael Jackson Burn Center" in honor of his donation.[45] Dusenberry later recounted the episode in his memoir, Then We Set His Hair on Fire: Insights and Accidents from a Hall of Fame Career in Advertising.

On May 14, 1984, Jackson was invited to the White House to receive an award from President Ronald Reagan for his support of charities that helped people overcome alcohol and drug abuse.[46] Jackson won eight awards during the Grammys that year. Unlike later albums, Thriller did not have an official tour to promote it, but the 1984 Victory Tour, headlined by The Jacksons, showcased much of Jackson's new solo material to more than two million Americans. He donated all the funds (around $8 million) raised from the Victory Tour to charity.[47] He also co-wrote the charity single "We Are the World" in 1985 with Lionel Richie, which was released worldwide to aid the poor in the U.S. and Africa. It became one of the best-selling singles of all time, with nearly 30 million copies sold and millions of dollars donated to famine relief. In 1986, "We Are the World" won four Grammys (one for Jackson for Song of the Year). American Music Award directors removed the charity song from the competition because they felt it would be inappropriate, but recognised it with two special honors (one for the creation of the song and one for the USA for Africa idea). They are the only AMAs that Jackson won as non-solo artist.[48][49][50][51]