Wht is it???

I have a peekenise dog, he is one year old. we recently moved to upstate and we have a yard where he runs around in. i discovered what looked like a sunflower seed on his head. i thought it was food that got caught in his fur but when i looked at it closley it looked like it was attached to his hair. i pulled it out and brown liquid came out and it had hairs sticking out of it. now he has a bump on that spot. i am very worried about him. what could it be?