  We introduce a new framework for constructing black hole solutions that are
holographically dual to strongly coupled field theories with explicitly broken
translation invariance. Using a classical gravitational theory with a
continuous global symmetry leads to constructions that involve solving ODEs. We
study in detail $D=4$ Einstein-Maxwell theory coupled to a complex scalar field
with a simple mass term. We construct black holes dual to metallic phases which
exhibit a Drude-type peak in the optical conductivity, but there is no evidence
of an intermediate scaling that has been reported in other holographic lattice
constructions. We also construct black holes dual to insulating phases which
exhibit a suppression of spectral weight at low frequencies. We show that the
model also admits a novel $AdS_3\times\mathbb{R}$ solution.
