I will present recent developments in the holographic aspects of non-AdS spacetimes, from the perspective of GR and EFT.
My focus will be on a simple model that contains both AdS and linear dilaton spacetimes as particular cases.
I will show that the holography of this model leads to a non-conformal fluid with a very simple equation of state.
Notably, the linear dilaton features a pressureless fluid that may be identified as dark matter in a cosmological braneworld model.
I will also explore the interplay of the gravitational spectrum and of holographic entanglement entropy with bulk singularities.
This will lead us to a connection between confinement (detected via various criteria) and the nature of the bulk singularities.