( CNN ) -- The world has certainly changed since Michael Jackson last staged a concert tour in 1997 to promote the `` HIStory '' album . Fans clamor in London as Michael Jackson announces his return to performing . Since then , other performers have gained prominence -- some who have even been tagged as heir-apparents to Jackson , such as Usher and the currently legally troubled Chris Brown . Now the original is back . Jackson announced Thursday that he 'll perform 10 concerts in London in July . But is the world ready to receive Jackson , who has had his share of financial and legal woes , with open arms ? Watch Jackson make his announcement » . Publicist and writer Howard Bragman said it 's up to the public . `` He 's playing off the fact that people have the wonderful ability to have short memories , '' Bragman said . It was only a few years ago that Jackson was acquitted of several charges , including child molestation , in a California trial . The case , coupled with the singer 's eccentric behavior , had seriously damaged his reputation . See a timeline of Jackson 's life » . Bragman said Jackson , who is slated to play the 20,000-capacity O2 Arena , is better off playing smaller venues rather than booking huge stadiums that may not sell out , an embarrassment a returning veteran ca n't afford to risk . `` It 's sort of like the political thing , how you always want to get a small room and make it look full , '' Bragman said . `` Have reasonably priced tickets and do some of your classics . I certainly think that at one point there were tens of millions of Michael Jackson fans worldwide and I think there have to be still some Michael Jackson fans . '' Culture critic , filmmaker and former Billboard music editor Nelson George said British fans are much more forgiving of Jackson 's troubles than are Americans , who expect celebrities to be `` saints and heroes , '' George said . `` The love for Michael Jackson in the UK is undiluted by any of the stuff that 's been talked about here in the states , '' said George , whose soon-to-be-released book `` City Kid : A Writer 's Memoir of Ghetto Life and Post-Soul Success '' offers some insight into the era in which Jackson 's popularity exploded . `` He 's a huge star there still and he will sell out all of those shows , '' George added . George recently returned from London , where he witnessed firsthand the adoration that European fans have for the singer . While there , he said he attended `` Thriller , '' a sold-out tribute to Jackson in London 's West End . George points out that Jackson is pursing a similar path to the one the musical artist Prince took in 2007 when he played 21 nights at the O2 Arena . Given its London location , George observed the venue has the potential to attract fans from across Europe . Moreover , George said , the British have long been admirers of black music and culture . `` It 's the perfect place for [ Jackson ] to play , '' George said . `` There will be fans there from all over the world , including the United States . ''
Jackson set to play O2 Arena in the United Kingdom . Renowned publicist says Jackson smart to tackle smaller venue . Former Billboard music critic : `` He 's a huge star there still ''