From https://github.com/chrislgarry/Apollo-11/blob/master/BURN_BABY_BURN--MASTER_IGNITION_ROUTINE.s#L39

BURN_BABY_BURN--SNIPPET.s

## At the get-together of the AGC developers celebrating the 40th anniversary
## of the first moonwalk, Don Eyles (one of the authors of this routine along
## with Peter Adler) has related to us a little interesting history behind the
## naming of the routine.
## 
## It traces back to 1965 and the Los Angeles riots, and was inspired 
## by disc jockey extraordinaire and radio station owner Magnificent Montague.
## Magnificent Montague used the phrase "Burn, baby! BURN!" when spinning the 
## hottest new records. Magnificent Montague was the charismatic voice of
## soul music in Chicago, New York, and Los Angeles from the mid-1950s to 
## the mid-1960s.