The Canadian singer - real name Abel Tesfaye - performs the stunt in the video for his slinky hit single Can't Feel My Face, which has been in the US top 10 all summer (but criminally ignored over here).
The clip, directed by Grant Singer, sees The Weeknd perform to a bar of disinterested punters, who yawn as they throw their drinks at him. When one decides to chuck a lighter at the stage, the alcohol is set alight and Tesfaye bursts into flames. After which, the audience can't get enough. The fickle world of showbiz, eh?
The striking video has debuted on Apple Music's Connect service - which they've finally made available to embed on external websites. Hello, 21st Century.