A man literally went up in flames when he broke through a security barrier and ran straight into the towering inferno at the annual Burning Man festival in Nevada.

The unidentified party-goer was chased by fire personnel as he entered the bonfire in Black Rock City, Nevada at around 10:30 p.m. Saturday.

It was not clear why the man had jumped into the conflagration.

A statement from the festival’s web site said the person was treated at an on-site medical facility before being airlifted to a burn center.

The man later died.

More than 70,000 people attend the Burning Man festival every year.