yes, prime it first.

Clean it first with a stiff brush and vacuum. It will clean off any dust. They try a brick cleaner mixed with water. go over that w/a heavy duty rag or another brush. w/the brick dampened (let it dry a bit if you soak it) it won't absorb as much primer as when dry.

roll it on and use a cheap brush to dab the joints.

Use something like Zinsser oil base primer or Kilz.

If you don't use the oil base, you'll get bleed through:

You could also use any paint meant for brick or masonry. (after the primer)

it's going to suck up a lot (even more if you only did paint). get a cheap brush to help cover the joints.

I like how they did this one w/the decor and shelves around it:

I love this matte black one w/a red oak heavy beam mantle. So pretty.

photoshopped it onto your pic. lets see the entire room. if you have white walls, this would look nice

The addition to a nice rustic wood beam mantle can be done w/lag bolts.

or, if you prefer the white, add the wood beam and think about doing black stone on the hearth. Basalt tile (or a granite or soapstone) is simple/inexpensive addition. easy to DIY

Photoshopped this one w/the white stone hearth and dark stained Fir beam mantle. also easy to DIY. you could use a remnant leftover of quartz or some type of white marble if you like.

If you do the primer and then paint, use the eggshell or satin finish.

Romabio has a masonry lime 'paint'. you may not have to prime if using that one.

you can have it tinted any color. (don't confuse it w/the romabio classico which is a limewash)

Other options: you could also do a cement or stucco overlay (smoothed out) if you want this look

lay on a coat of primer first or else the brick will suck out all of the moisture from the coating

https://angelarosehome.com/diy-a-cement-look-fireplace/

diff ways to do it. the one above is a cement overlay w/a smooth coat.

this one is more rustic. could be a plaster coat w/a wood trim panel done above

I also like the black

If black is too harsh, try something like BMWrought Iron, or

Iron Mountain is the color for this one:

I think the black w/the wood is stunning.

adding in some nice built-ins

B/A w/cement overlay application:

another B & A. If you want to read the how to on this one, here it is. I don't think she used a primer and only used Behr paint

https://www.hugheshomediy.com/post/how-to-paint-a-brick-fireplace

If you choose the dark color, I'd still do a primer. Have the primer tinted to a very dark charcoal or black. (primer can be tinted any color). This way, the brick won't absorb a ton of paint, and w/the primer tinted in the dark color, you won't have to do as many coats