"It's All About U" is a song by SWV, released on November 12, 1996 as the third single from their second album, New Beginning (1996).

The song was written by Allen "Allstar" Gordon, Andrea Martin, & Anthony Burroughs, and produced by Allen "Allstar" Gordon.

The song found all three members taking lead, but Taj took predominant lead as opposed to Coko.

A reviewer from Music Week rated the song three out of five, adding, "Sounding at times like a mid-Sixties Smokey Robinson given a Nineties swingbeat feel, this attractively combines a raw, funky production with soulful vocals.

"[1] The song's music video was filmed at the Museum of Science and Industry in Tampa, Florida,[2] and was directed by Kevin Bray.