Obviously not a huge controversy that can ruined their artist's careers but just enough to make their artist as the talk of the town for awhile and the become center of attention. Company will get some benefits from this.
1. People keep talking about their artist = free, easy and the best marketing and promotion
2. It will make people sympathize and support the artist = potentially getting new fans
3. It will build a strong fandom because fans want to protect their artist = Loyal fandom