Dancehall Artist, Vybz Kartel, Bleached his skin to change his "image," recently. As a Jamaican, I know that in Jamaica Skin Bleaching is a problem. Many people, especially young people correlate being a "browning, red, or fair" as being better than darker skin complexion.
Growing up in the United States, I do believe that the same perception may be in America but I know that in Jamaica there is still a prevalent perception that to have lighter skin or "good" quality of hair is better for social acceptance. I love how in America there is a lot of people who are embracing their brown, dark brown, light, white, whatever complexion skin they have and many are now choosing to rock their natural hair texture, (even though their is nothing wrong with straightening your hair). There are movements now on various media programs, such as, "My Black is Beautiful," that is so necessary for Black individuals to embrace themselves as beautiful despite perceived flaws.
Jamaican musicians, celebrities, and etc have addressed this issue...hopefully as time progresses this issue will FADE.
Nardo Ranks addressed this a long time ago, in this song.
Don't believe me about the skin bleaching in Jamaica? Read this article.
Vybz Kartel Before and After