Massive holographic QCD in the Veneziano limit

QCD at finite, flavor independent quark mass is analyzed by using bottom-up holography in the Veneziano limit, where the backreaction of quarks to the gluon dynamics is fully included. The dependence on the quark mass of observables such as the bound state masses, the chiral condensate, the S-parameter, and the critical temperatures is studied. Many of the results are argued to be universal, i.e., independent of the details of the holographic model, and compared to explicit computations in the V-QCD models. The effect of adding four-fermion operators in QCD is also discussed.