I remember first hearing it in an ex-managers office years back. We were having one of those music biz conversations and he must have used the word swag three times before I caught on.
Ball caps with the bands name on it.
The newer dictionaries use synonyms like loot and spoils. Now the word has taken on another meaning that, for me, replaces any prior definition. With each recording session, they would enlist friends to join in and before long had a band. Everyone s musical resume only added to the buzz. Robert was already a celebrity from being in The Mavericks.