This is how things should have gone after Chris Brown beat up his girlfriend, Rihanna. He should have said he was sorry immediately.
He should have said it in every interview he could do, on every social media platform, before every concert. He should have done it for years. He should have done his jail time, gone to counselling and joined an anti-violence campaign.
But most importantly he should never have hit anyone ever again.
There's your problem. He has hit someone again. Quite a few times.
That's the first reason Chris Brown doesn't deserve a ticket into New Zealand.
Those images of what he did to Rihanna's face - leaving her looking like a boxer after a fight - are from 2009. Since then he hasn't retired his fists.
Fortunately, he didn't bust anyone's face when he trashed his dressing room at Good Morning America in 2011. But clearly he didn't like having to answer questions about his assault on Rihanna. Even two years on.
The next year he did land punches. That was when he had a brawl in a bar with another rapper called Drake. You'd imagine he must've been proud of the fight to later post a picture online of the gouge out of his chin.
He was busy in 2013. He allegedly punched bisexual musician Frank Ocean, managed a hit-and-run, then assaulted a man who photobombed a snap with some women.
He might have reformed since then but two accusations this year make you wonder. In May a man accused Brown of punching him during a basketball game, and a woman last month accused him of manhandling her off his tour bus. She has bruises she claims prove it.
Here's your second reason he shouldn't be allowed in: women here should know Chris Brown's fists don't belong in their faces.
"I'd let Chris Brown beat me." Picture of smiley face with hearts for eyes. One can only hope that woman was emerging from a general anesthetic when she posted that on Twitter.
Other posts included: "Chris Brown too fine. He can beat me all he want ... Lol." and "Chris Brown is one of the sexiest men alive and he could beat the shit out of me any day."
These women need to know domestic violence is not something they should accept in a relationship.
New Zealand has let in other alleged woman-bashers before. Ozzy Osbourne. James Brown. Tommy Lee from Motley Crue. Slash. Axl Rose. Vanilla Ice. We have been haphazard applying our rules.
But this time we're not talking about accusations, or admissions 25 years on from an old man who can barely string sentences together.
We're talking about a young man at the height of his career. We're talking about an indisputable bashing -- photos are all over the internet. We're talking about a man who doesn't seem to have stopped bashing people.
It isn't only a judgment on Brown's past actions. It's about his possible future actions. He might be due for his next punch-up around the time he's in New Zealand.