Holographic techniques have been widely and successfully used to describe strongly coupled fluids.In this talk I will review how bottom-up holographic models can be extended to include also solid and especially viscoelastic phases of matter. I will show how to formalize the (visco)-elastic response and I will discuss in details the vibrational phononic degrees of freedom from an holographic perspective. Finally I will apply the formalism to several condensed matter open questions. If time permits:
1) I will show the connections to the effective field theory (EFT) methods
2) I will discuss also how these ideas have triggered relevant developments in soft matter theory and experiments dealing with the glassy anomalies and the low frequency elastic response in liquids.