WEST HOLLYWOOD (CBSLA.com) — Authorities say a man whose costume caught fire at the West Hollywood Halloween Carnaval has died.

Los Angeles County Sheriff’s deputies said in a statement that the incident in the 8500 block of Santa Monica Boulevard occurred about 10:25 p.m. Thursday.

Detectives are seeking the public’s help to determine the source of the ignition.

Family have identified the victim as 51-year-old Gilbert Estrada. He was taken to Cedars-Sinai Hospital and succumbed to his injuries Friday.

According to his family, Estrada was seriously burned on his torso and face.

Bobby Kaple, reporting for KCAL9, said a 1-minute, 41-second video of the man going up in flames has been posted on YouTube.

The video is hard to watch and it’s also hard to determine how the fire started. Kaple explains, “Partiers don’t seem to understand what is happening or the severity of the situation. In fact, at times in the video people are heard cheering the man on and laughing.”

The victim’s brother, Pablo Estrada, told Kaple that Gilbert was attending the annual event with his girlfriend and dressed as a military sniper.

He doesn’t know how or why his brother ended up in flames.

Anyone with information about this case was asked to call the Los Angeles County Sheriff’s Department’s Homicide Bureau at (323) 890-5500.

Los Angeles Sheriff’s Department Sgt. Edmundo Hummel said “If someone dies, and there is a suspicion that it could be a homicide, our homicide bureau becomes involved.”

He told Kaple if it is determined criminal activity took place, they will seek to indict the suspect.

Meanwhile, the family has set up a GoFundMe page to help pay for funeral and burial costs. Click here for more information.

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