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Based on string theory's framework, the gauge/gravity duality, also known as holography, has the ability to solve practical problems in low energy physical systems like metals and fluids. Holographic applications open a path for conversation and collaboration between the theory-driven, high energy culture of string theory and fields like nuclear and condensed matter physics, which in contrast place great emphasis on the empirical evidence that experiment provides. This paper takes a look at holography's history, from its roots in string theory to its present-day applications that are challenging the cultural identity of the field. I will focus on two of these applications: holographic QCD and holographic superconductivity, highlighting some of the (often incompatible) historical influences, motives, and epistemic values at play, as well as the subcultural shifts that help the collaborations work. The extent to which holographic research -- arguably string theory's most successful and prolific area -- must change its subcultural identity in order to function in fields outside of string theory reflects its changing nature and the field's uncertain future. Does string theory lose its identity in the low-energy applications that holography provides? Does holography still belong under string theory's umbrella, or is it destined to form new subcultures with each of its fields of application? I find that the answers to these questions are dynamic, interconnected, and highly dependent on string theory's relationship with its field of application. In some cases, holography can maintain the goals and values it inherited from string theory. In others, it instead adopts the goals and values of the field in which it is applied. These examples highlight a need for the STS community to expand its treatment of string theory beyond its relationship with empiricism and role as a theory of quantum gravity.