We demonstrate how self-sourced collective modes – of which the
plasmon is a prominent example due to its relevance in modern
technological applications – are identified in strongly correlated
systems described by holographic Maxwell theories. The characteristic
\omega \propto \sqrt{k}ω∝k
plasmon dispersion for 2D materials, such as graphene, naturally emerges
from this formalism. We also demonstrate this by constructing the first
holographic model containing this feature. This provides new insight
into modeling such systems from a holographic point of view, bottom-up
and top-down alike. Beyond that, this method provides a general
framework to compute the dynamical charge response of strange metals,
which has recently become experimentally accessible due to the novel
technique of momentum-resolved electron energy-loss
spectroscopy (M-EELS). This framework therefore opens up the exciting
possibility of testing holographic models for strange metals against
actual experimental data.