An American musician filmed his self-immolation on Facebook Live and, while on fire, ran into a bar where his ex-girlfriend was working in Memphis, Tennessee.
Jared McLemore, 33, later died from his injuries, US media reports said.
McLemore doused himself with kerosene and lit himself up outside Murphy's bar early on Saturday morning (May 13), local news network FOX13 reported.
His ex-girlfriend, Alyssa Moore, an audio engineer, was working in the bar at the time.
Police said McLemore suffered from severe burns, and later died in hospital. Another man also suffered burns after trying to stop McLemore by kicking the lighter from his hand.
In the video, McLemore sits cross-legged in the parking lot across the street from Murphy's, then leaves.
He returns with a red jerry can, and pours a clear liquid - kerosene - all over himself.
He falls over as a man attempts to kick the lighter out of his hand. Then the scene erupts into flames, and there is screaming as McLemore runs out of frame.
He then ran into the bar, according to reports.
Witnesses said people froze, with some thinking it was a stunt or joke, WREG reported.
Some tried to smother the flames by throwing their shirts and jackets on the burning McLemore.
The Memphis musician was sentenced to probation in April on domestic assault charges, the report said.
The night of the incident was her first night back at work after abuse and threats by McLemore, according to a Go Fund Me campaign set up to help Moore with her recovery from the traumatic experience.
"Jared approached Alyssa and mumbled something about 'goodbye', then grabbed her arm and wiped it on his chest to show he was covered in kerosene," according to the account on the page.
It said that McLemore ran for Moore, who had walked outside the bar, and tried to set her on fire.
"She held the door to Murphy's open for everyone running from him inside to safety. When Jared finally reached the door, Alyssa held it closed trying to lock it to keep him from her and anyone else."
She also held the door shut against him until she could not stand the heat from the flames, it said.