The Michael Jackson estate will be looking for ways to quash some sizable debt in the wake of the singer’s death. Fortunately, a man named Ralph Cohen is here to give them a few clues on how to generate big bucks. Cohen was the producer of the infamous Pepsi commercial where Jackson’s hair was accidentally set on fire.

The producer is putting some of Jackson’s burnt hair from the commercial up for auction on Saturday (Oct. 17), and is expecting to net around $1600 for the unusual item. Cohen owns 12 strands of the singer’s singed hair, and anyone interested in owning them can bid at the Edwardian Radisson Hotel in London.

This auction may seem as bizarre as Jackson’s reported bid to own the skeleton of the Elephant Man during his lifetime—but hair from deceased celebrities is big business. Another auction being held this week is for a clump of Elvis Presley’s hair, and his Kingly thatch is expected to bring in a cool $12,000.

Original Pepsi Commercial:

Footage of the accident:

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