"It's All About U" is a song by SWV, released on July 28, 1996, as the third single from their second album New Beginning (1996). The song was written and produced by Allen "Allstar" Gordon. The song found all three members taking lead, but Taj took predominant lead as opposed to Coko. The song's music video was filmed at the Museum of Science and Industry in Tampa, Florida, and was directed by Kevin Bray.