section_path: Life and career/Pepsi incident, "We Are the World" and other commercial activities (1984–1985)
section_name: Pepsi incident, "We Are the World" and other commercial activities (1984–1985)
paragraph_text: Pepsi incident, "We Are the World" and other commercial activities (1984–1985)
  
  In November 1983, Jackson and his brothers partnered with PepsiCo in a $5 million promotional deal that broke records for a celebrity endorsement (equivalent to $ 15.3 million in 2023). The first Pepsi campaign, which ran in the US from 1983 to 1984 and launched its "New Generation" theme, included tour sponsorship, public relations events, and in-store displays. Jackson helped to create the advertisement, and suggested using his song "Billie Jean", with revised lyrics, as its jingle.
  
  On January 27, 1984, Michael and other members of the Jacksons filmed a Pepsi commercial overseen by Phil Dusenberry, a BBDO ad agency executive, and Alan Pottasch, Pepsi's Worldwide Creative Director, at the Shrine Auditorium in Los Angeles. During a simulated concert before a full house of fans, pyrotechnics accidentally set Jackson's hair on fire, causing second-degree burns to his scalp. Jackson underwent treatment to hide the scars and had his third rhinoplasty shortly thereafter.
  
  Pepsi settled out of court, and Jackson donated the $1.5 million (equivalent to $ 4.4 million in 2023) settlement to the Brotman Medical Center in Culver City, California; its now-closed Michael Jackson Burn Center was named in his honor. Jackson signed a second agreement with Pepsi in the late 1980s for $10 million (equivalent to $ 26.8 million in 2023). The second campaign covered 20 countries and provided financial support for Jackson's Bad album and 1987–88 world tour. Jackson had endorsements and advertising deals with other companies, such as LA Gear, Suzuki, and Sony, but none were as significant as his deals with Pepsi.
  
  The Victory Tour of 1984 headlined the Jacksons and showcased Jackson's new solo material to more than two million Americans. It was the last tour he did with his brothers. Following controversy over the concert's ticket sales, Jackson donated his share of the proceeds, an estimated $3 to 5 million, to charity. During the last concert of the Victory Tour at the Dodger Stadium in Los Angeles, Jackson announced his split from the Jacksons during "Shake Your Body".
  
  With Lionel Richie, Jackson co-wrote the charity single " We Are the World " (1985), which raised money for the poor in the US and Africa. It earned $63 million (equivalent to $ 178 million in 2023), and became one of the best-selling singles of all time, with 20 million copies sold. It won four Grammy Awards in 1985, including Song of the Year for Jackson and Richie. Jackson, Jones, and the promoter Ken Kragen received special awards for their roles in the song's creation.
  
  Jackson collaborated with Paul McCartney in the early 1980s, and learned that McCartney was making $40 million a year from owning the rights to other artists' songs. By 1983, Jackson had begun buying publishing rights to others' songs, but he was careful with his acquisitions, only bidding on a few of the dozens that were offered to him. Jackson's early acquisitions of music catalogs and song copyrights such as the Sly Stone collection included "Everyday People" (1968), Len Barry 's " 1-2-3 " (1965), and Dion DiMucci 's " The Wanderer " (1961) and " Runaround Sue " (1961).
  
  In 1984, Robert Holmes à Court announced he was selling the ATV Music Publishing catalog comprising the publishing rights to nearly 4,000 songs, including most of the Beatles' material. In 1981, McCartney had been offered the catalog for £20 million ($40 million) (equivalent to $ 134 million in 2023). Jackson submitted a bid of $46 million (equivalent to $ 135 million in 2023) on November 20, 1984. When Jackson and McCartney were unable to make a joint purchase, McCartney did not want to be the sole owner of the Beatles' songs, and did not pursue an offer on his own. Jackson's agents were unable to come to a deal, and in May 1985 left talks after having spent more than $1 million and four months of due diligence work on the negotiations.
  
  In June 1985, Jackson and Branca learned that Charles Koppelman 's and Marty Bandier 's The Entertainment Company had made a tentative offer to buy ATV Music for $50 million; in early August, Holmes à Court contacted Jackson and talks resumed. Jackson's increased bid of $47.5 million (equivalent to $ 135 million in 2023) was accepted because he could close the deal more quickly, having already completed due diligence. Jackson agreed to visit Holmes à Court in Australia, where he would appear on the Channel Seven Perth Telethon. His purchase of ATV Music was finalized on August 10, 1985.