The way to maintain that particular image is to kick your opponents' ass on the court, not in the stands. Doing the latter would create a brand-new image -- that of an out-of-control moron. .....and possibly a permanently out-of-work one.
Or it will help him sell his rap CD's. Now everyone --- even those who had no interest in basketball will know who Artest is. I also think it will depend on the seriousness of any injuries he caused how much trouble this actually causes him.