The charming, wholesome image of 19-year old heartthrob - Chris Brown, fans know and love, has begun to unravel after he was arrested for allegedly assaulting a woman. The scandal has potentially devastating implications for Brown's white-hot career and there is little chance of the incident being dismissed as a bit of youthful indiscretion. As Bill Werde, Billboard magazine's editorial director stated: 'If, it's true, his career is probably over,' even as he cautioned 'it's important to withhold judgment until all of the facts are known'.

On Grammy award night, Brown instead of delivering a prime-time Grammy performance, spent the evening at a Los Angeles police station, after he was charged with assaulting a woman, none other than his singer - girlfriend, 20-year-old pop princess - Rihanna. According to police, Brown and the woman got into an argument in a ritzy Los Angeles neighbourhood, which soon escalated into a fight in a ritzy and ended with Brown making a criminal threat. It is variously reported that Rihanna was left bruised, bleeding and was even bitten in the attack that took place shortly, after the couple left a pre-Grammy party in Beverly Hills on Saturday night. Police confirm the woman 'suffered visible injuries' in the incident and if Brown is formally charged and convicted, he could face up to three years in prison.

Rihanna and Brown, who were both scheduled to perform at the Grammies, hurriedly cancelled separate performances, pulling out hours before the Sunday telecast.

Already, the immediate fallout of Brown's arrest is seen with chewing gum-makers Wrigley stopping all ad. and marketing campaigns tied to Brown, their Double Mint gum pitchman. Brown, a pitchman for the Got Milk? Campaign featuring celebrities with milk mustaches, according to Milk Processor Education Programme ends his participation this week, as planned.

It was as a sweet-faced 16-year-old with an engaging voice and amazing dance skills that Brown rose to fame with his 2005 smash hit 'Run It!' Gaining popularity, he also featured in dance flick 'Stomp the Yard', his tours were top-selling tours and his string of hits included 'Forever' and Grammy nominated 'No Air' with Jordin Sparks. He wond three American Music Awards last fall, top artist for 2008 and won three American Music Awards last fall, including Artist Of The Year and was named Billboard's top artist for 2008.

His girlfriend Rihanna's star shines just as bright, what with her stunning looks ensuring the Barbados native is the cover girl for magazines, including the face of Cover Girl cosmetics. After 'Umbrella' 2007's most popular songs, her string of hits has never stopped, with 'Live Your Life' with T. I., a Top 10 Billboard pop hit right now and some still on the charts.

The two began dating each other about a year ago, never officially confirming their romance, but often spotted cuddling or holding hands.

Quoting an unidentified eyewitness, Radaronline, a celebrity web site says Rihanna was spotted receiving treatment at the Cedars-Sinai Medical Center Saturday.

Sunday, Rihanna's publicist issued a brief statement saying: 'Rihanna is well. Thank you for concern and support.' People magazine pondering what went wrong, calls it a 'Fairy-tale romance gone awry', even as hundreds of postings on the Us Weekly Web site say it is really out of character for Brown to beat a girl and they would like to know the real story.