Abstract. This is a contribution for the Proceedings of 5th International Conference on New Frontiers in Physics (ICNFP 2016), held at Crete, 6-14 July 2016. Our goal is to obtain phenomenologically reliable insights for the physics of the quark-gluon plasma (QGP) from the holography. I briefly review how in the holographical setup one can describe the QGP formation in heavy ion collisions and how to get quantitatively the main characteristics of the QGP formation -the total multiplicity and the thermalization time. To fit the experimental form of dependence of total multiplicity on energy, obtained at LHC, we have to deal with a special anisotropic holographic model, related with the Lifshitz-type background. Our conjecture is that this Lifshitz-type background with non-zero chemical potential can be used to describe future data expected from NICA. In particular, we present the results of calculations the holographic confinement/deconfinement phase transition in the (µ, T ) (chemical potential, temperature) plane in this anizotropic background and show the dependence of the transition line on the orientation of the quark pair. This dependence leads to a non-sharp character of physical confinement/deconfinement phase in the (µ, T )-plane. We use the bottom-up soft wall approach incorporating quark confinement deforming factor and vector field providing the non-zero chemical potential. In this model we also estimate the holographic photon production.