A Memphis, Tennessee, man set himself on fire on Facebook Live before running inside a crowded bar early Saturday and later died of severe burns at a hospital, authorities said Sunday.

"It was the most horrific thing I've seen," witness Kim Koehler, who watched the man, identified as Jared McLemore, a local musician, run inside Murphy's Bar, told NBC affiliate WMC.

Memphis police called it a suicide.

The video shows McLemore seated while he pours kerosene all over his body. He then lights himself on fire and runs off screen.