In the liner notes of "Bob Wills: For The Last Time", Charlie R. Townsend (he won a Grammy for these liner notes, so pay attention) says it was not a gimmick, but a natural, uncontrollable sound of appreciation for the music from his bandmates.
Ray Benson (and he would know) says it's linked to the Mexican "grito". JazzHouston describes the "grito" as a "jubilant, soulful yell" in Mariachi music.
On the other hand, the Texas Almanac says he copied it from his father who once lost a contest to a hollerer.
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