SWU (Starts With You, or "Começa Com Você" - CCV, in Portuguese) is originally a Brazilian sustainability movement, which organised the rock music festival SWU Music & Arts Festival. The festival had its first edition in October 2010. It was a three-day-long festival that had many important national and international musical acts including Megadeth, Avenged Sevenfold, Linkin Park, Kings of Leon, Queens of the Stone Age and Rage Against the Machine. It took place in the Arena Maeda in Itu on October 9, 10 and 11, 2010. Arena Maeda is actually a farm, which hosts many events because of its good terrain and location. The event also had most of its main concerts recorded and broadcast live on international television.