Painting the brick, or whitewashing, is actually very easy and a quick process. If you're doing it yourself, go to your local paint store and talk to someone who's been there awhile for the recommended products and techniques. You'll be amazed at their wealth of information! Are you wanting to keep the brick look but just lighten it? Or, are you wanting a totally different look? I ask because you can cover the brick with another material, such as wood or tile. If it is not a working fireplace, you can even drywall surround it... It really depends on what you're shooting for and if you use the F/P. Have you seen some fireplace photos online that you love? Start an idea book with those images so others can help see what you're shooting for. You'll get several opinions I'm sure. :-)