Randy Phillips, president of concert promoter AEG Live, has revealed he informed Michael Jackson's children the singer had died.

Prince Michael, 12, Paris, 11, and seven-year-old Prince Michael II travelled to UCLA Medical Centre behind their father's ambulance on June 25.

Phillips told Entertainment Weekly he watched as doctors battled to save Jackson's life.

“I’ll never forget this: There were all these people running around, frantically trying to revive him,” Phillips said.

“[Jackson's personal physician] Dr. Murray was in there, and he was completely a mess.”

Jackson, 50, died at 2.26pm local time after doctors' resuscitation attempts failed.

Philips said he was left to inform Jackson's children about the singer's death after his parents got lost on the way to the hospital.

“A nurse came out and said, ‘Where is Mrs. Jackson?’ Michael’s parents weren’t there yet — they’d gotten lost,” he said.

“They’d gone to St. John’s Hospital in Santa Monica.”

Philips added: "It was the hardest thing I’ve ever lived through. I’ll never forget the look of fear in their faces.”

The president of AEG was responsible for masterminding Jackson's ill-fated comeback gigs in London, which were due to begin just three weeks after his death.

(by Jason Gregory)