Bricks, Masonry, Asphalt and Concrete - painting brick fireplaces

I have a white brick fireplace and I no longer want it white, I don't want to rip out and replace the brick, can I paint it, for example a red, my concern is that if I paint it the grout will be red as well, or is there a stain that can be used. This is a working fireplace and used frequently during the cold winter only. Do I have to clean before painting and if there is a certain type of paint that withstands heat.
Thank you for helping with my problem, I have wanted to to this for a long time, but a little wary to do so.

You are wise to be wary, because this is very hard to undo. Choices: paint, pigmented masonry stains, a propriety coloring stain. Masonry paints and pigmented masonry stains are a dime a dozen and must be reapplied periodically. It's difficult to paint or stain the brick only. The third product can be found here http://www.masonryart.com (under products) This is applied to the brick individually and for the most part it's permanent.