If someone is bleaching their skin because it's already discolored, it doesn't in anyway prove they didn't like their skin color.

The lyrics of his song seem to imply he loved everyone and wish everyone thw best. He is very inclusive in many of his lyrics about wanting the best for everyone.

By the way I also had no idea about the fact that maybe MJ wasn't trying to look white but might have simply prefered to not look discolored.