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Jubilee Media helps politicians connect with young viewers through viral debates

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− Fresh Air Wild Card with Rachel Martin It's Been a Minute Embedded Get NPR+ More Podcasts & Shows Search Newsletters NPR Shop Get NPR+ Tiny Desk New Music Friday All Songs Considered Music Features Live Sessions About NPR Diversity Support Careers Press Ethics Jubilee Media helps politicians connect with young people through viral debate videos Jubilee Media produces some of the most watched content on YouTube.
+ Fresh Air Wild Card with Rachel Martin It's Been a Minute Embedded Get NPR+ More Podcasts & Shows Search Newsletters NPR Shop Get NPR+ Tiny Desk New Music Friday All Songs Considered Music Features Live Sessions About NPR Diversity Support Careers Press Ethics To win over young voters, some politicians are trying a new approach: debating them The YouTube show "Surrounded" gives politicians a venue to debate people who disagree with them in hopes of winning them over.
− That includes the show "Surrounded," which has increasingly become a stop for politicians hoping to make inroads with young viewers.
+ Those who've gone include Wes Moore, Pete Buttigieg and James Talarico.
− Politics Jubilee Media helps politicians connect with young people through viral debate videos July 13, 20264:45 AM ET Heard on Morning Edition Elena Moore Jubilee Media helps politicians connect with young people through viral debate videos Listen &middot; 3:55 3:55 Transcript Toggle more options Download Embed Embed "> <iframe src="https://www.npr.org/player/embed/nx-s1-5870650/nx-s1-9845849" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player"> Transcript Jubilee Media produces some of the most watched content on YouTube.
+ Politics To win over young voters, some politicians are trying a new approach: debating them Updated July 14, 20263:46 PM ET Originally published July 13, 20264:45 AM ET Heard on Morning Edition Elena Moore Maryland Gov.
− That includes the show "Surrounded," which has increasingly become a stop for politicians hoping to make inroads with young viewers.
+ Wes Moore debates a participant on a recent episode of the YouTube show "Surrounded." Jubilee Media hide caption In their push to win over younger voters, politicians have tried everything from joining TikTok and collaborating with social media influencers to appearing on podcasts and even swearing more.
− Sponsor Message Transcript A MARTÍNEZ, HOST: If you spend time on YouTube, you may have come across Jubilee.
+ Now, some leaders are trying another approach: debating them. The debates have been happening on the YouTube show "Surrounded" from Jubilee Media, where an individual tries to win over a group of people who disagree with them. One of its most recent episodes featured Maryland Democratic Gov.
− It's a media company known for the viral show "Surrounded." An individual debates a group of people who disagree with them.
+ Wes Moore.
− Guests have included commentator Mehdi Hasan on the left and the late activist Charlie Kirk on the right.
+ In it, Moore sits at a table with one empty chair facing him.
− But they aren't the only ones going on the show.
+ He's surrounded by 20 people, who are given the chance to push back on his positions. Though popular episodes have featured political firebrands —including the late conservative activist Charlie Kirk and left-leaning commentator Mehdi Hasan — "Surrounded" is also increasingly becoming a destination for politicians looking to score valuable facetime with Jubilee's large, young, online audience. In addition to Moore, the show has seen other rising Democrats go on, including California Rep.
− As NPR's Elena Moore reports, politicians are, too.
+ Ro Khanna, Texas Senate candidate James Talarico and former Transportation Secretary Pete Buttigieg.
− ELENA MOORE, BYLINE: Picture this - 20 people are seated in a circle.
+ Each episode broadly focuses on a topic.
− In the center, there's a table with two chairs.
+ For his, Moore was tasked with convincing a room of infrequent and non-voters that casting a ballot is the most effective way to bring political change. Politics Do internet super stars matter in elections?
− One is empty, and in the other sits Democrat Wes Moore, the governor of Maryland.
+ "I know the policies that are being made are being made in our name, with our money, with our tax dollars.
− He's one of the latest guests on "Surrounded." His assignment?
+ But oftentimes, they do not reflect what we actually hope for," he said in his first back and forth with a participant.
− Convince a room of infrequent and nonvoters that casting a ballot is one of the most powerful rights an American has. (SOUNDBITE OF YOUTUBE VIDEO, "GOVERNOR WES MOORE VS.
+ "We have a responsibility to make sure we have the right people in the right seats that are making the right decisions that are actually on our behalf." What comes next is a series of unscripted debates, touching on everything from voters' widespread frustration with the current political system to whether voting is any more effective at bringing change than staying home or protesting.
− 20 NON-VOTERS") WES MOORE: My first "Surrounded" claim is nothing shapes policy more effectively than your vote.
+ Participants take turns running to the empty chair in the center, and whoever gets there first continues the conversation.
− JOHN REGALADO: All right.
+ In one exchange, participant Sergio Corona Jr.
− If you want to debate this claim, please get to the chair in three, two, one.
+ pressed Moore on why voting is even important.
− (SOUNDBITE OF BEEPER BEEPING) MOORE: What comes next is a series of debates.
+ "I grew up in a family where we would always choose the lesser of two evils," he said.
− Participants run to the empty chair and whoever gets there first begins the conversation.
+ "If you do that every single election, the level of evil keeps going up and up … so why should I be incentivized to vote if I know for a fact that nobody is going to live up to the expectations that they're going to change when nothing has?" Moore echoed that frustration, but pushed back, arguing that by disengaging, "not only [are] we not helping ourselves, we're not helping our families, we're not helping our neighbors." "Bad things will happen and then we cannot just scratch our heads and wonder why," he said.
− (SOUNDBITE OF YOUTUBE VIDEO, "GOVERNOR WES MOORE VS.
+ In his appearance on "Surrounded," Moore debated everything from voters' frustration with the current political system to whether voting is any more effective at bringing change than staying home or protesting.
− 20 NON-VOTERS") MOORE: How you doing? MOORE: Twenty-one-year-old Naseem Rahman goes first. (SOUNDBITE OF YOUTUBE VIDEO, "GOVERNOR WES MOORE VS.
+ Jubilee Media hide caption The episode lasted nearly 90 minutes, though Jubilee says typical tapings take between three and four hours.
− 20 NON-VOTERS") NASEEM RAHMAN: I feel that it's more effective to mobilize in the streets rather than sometimes going out to the ballot box, where I don't feel the candidates represent what I'm looking for.
+ It's a stark format break for most elected officials or candidates, given traditional media appearances are often just a few minutes long.
− MOORE: Yeah.
+ But for those wanting to reach more voters online, particularly younger voters, engaging with Jubilee's audience may outweigh some potential risks that come with going outside the political norm.
− RAHMAN: I think there are other ways of participating in shaping policy rather than just voting.
+ The company — which in addition to "Surrounded" produces a handful of other debate and entertainment shows — says it has a core demographic between the ages of 18 to 34 and averages 382 million total views a month across platforms.
− MOORE: No, and I think it's a very fair point.
+ "Some people call us the Gen Z MTV," said Jubilee founder and CEO Jason Y.
− But also, I think the goal of the Civil Rights Movement wasn't just to protest. The goal of the Civil Rights Movement was to get to a Civil Rights Act.
+ Lee, arguing that young people are craving a more fulsome online discourse, where disagreement is welcome.
− MOORE: Rahman pushes back. He's a self-described progressive who chose not to vote in 2024, and argues voting is an important right but still less effective than a strong protest movement. Moore makes another appeal.
+ It's a digital space that politicians often avoided, he added, until 2024.
− (SOUNDBITE OF YOUTUBE VIDEO, "GOVERNOR WES MOORE VS.
+ "After the election, I think that there was a realization from both sides of how important the digital conversation is," he said.
− 20 NON-VOTERS") MOORE: I think the frustration that you have is actually very much shared.
+ "People are watching.
− Like, I had to convince many members of my family to vote for me.
+ People are participating.
− You know what I mean?
+ We get tens of thousands of comments on every episode." Politics Young voters could be key to midterm success, but they've soured on both parties "I think the next generation of political leaders … should be showing up not only in Jubilee, but in these kinds of digital spaces." Though "Surrounded" has yet to have a GOP elected official on the program, several conservative commentators and activists have been featured as guests on episodes and the program regularly features participants with Republican-aligned viewpoints.
− And it's not because we're not cool.
+ Lee said Jubilee's objective is to feature both sides and that there is a "large appetite" from both Republicans and Democrats to participate. On the 2024 campaign trail, President Trump targeted young voters through a spree of nontraditional media appearances, appearing on popular podcasts and alongside influencers and streamers, at a more frequent rate than former Vice President Kamala Harris. It's a strategy that may have, in part, boosted Trump's standing with young voters.
− Like, we're cool.
+ The voting bloc has traditionally proved key for Democrats on the margins.
− It's I had to convince them to vote.
+ Notably, since 2008, winning Democratic presidential candidates have received at least 60% of the under 30 vote, but in 2024, according to exit polls, Harris received just 54%.
− MOORE: This was one of several conversations over the nearly 90-minute episode.
+ "We lost the Internet and we lost the young vote," said Ammar Moussa, Moore's senior press secretary, who previously worked for the Harris campaign.
− It's a massive format break for an elected official like Moore, given that political media appearances are often only a few minutes.
+ "I think it is very important that we acknowledge that." "Surrounded" has provided politicians a way to reach a key demographic: young voters.
− So why go on Jubilee?
+ Past participants have included Rep.
− One reason - the company says its audience skews heavily Gen Z.
+ Ro Khanna, D-Calif., Texas Senate candidate James Talarico and former Transportation Secretary Pete Buttigieg (seen above).
− The "Surrounded" series is one of the company's most-watched shows, with popular episodes drawing millions of views. JASON LEE: Some people call us the Gen Z MTV. MOORE: Jason Lee is the founder and CEO of Jubilee Media.
+ Jubilee Media hide caption It's something Democrats eyeing a potential run for the White House in 2028 may be thinking about.
− He says young people are craving a richer discourse, so they're gravitating towards unscripted formats where it's OK to disagree. That's a space that Lee argues politicians often avoided, until 2024.
+ And though Moore has said he won't run in 2028, the governor is often mentioned as a potential contender for the party's nomination.
− LEE: After the election, I think that there was a realization from both sides of how important the digital conversation is.
+ Moussa said these kinds of appearances are "necessary for a communication strategy in 2026, for anybody who's in elected politics." In addition to "Surrounded," Moussa said that the governor has a record of engaging with non-traditional media, doing podcast interviews and working with Maryland-based content creators.
− MOORE: On the campaign trail, President Trump targeted young voters online, doing a spree of nontraditional media appearances - more so than the Kamala Harris campaign.
+ Seeing politicians on programs like Jubilee holds weight for college student Naseem Rahman. "I've been at the dining hall," he said in an interview, "and I can see other people's screens and they're watching it." Rahman participated in the episode with Moore.
− So ahead of 2028, it's a strategy that those eyeing a possible run for office may be thinking about.
+ He says he leans progressive but didn't vote in 2024, disagreeing with how Harris handled policy toward Israel and the war in Gaza.
− And though he says he isn't running, Moore is a potential presidential contender. He's not the only rising star in the Democratic Party to go on Jubilee. So have California Congressman Ro Khanna, Texas Senate candidate James Talarico and former transportation secretary Pete Buttigieg.
+ Thinking back, he wishes both Harris and Trump had appeared on a show like "Surrounded." "I feel like a lot more people would be open to voting for them if they saw that they're a real human and they're willing to take criticism," he added.
− MARIEN RICHARDSON: This platform is so unique because it appeals to both sides by giving both sides an arena, almost.
+ It's a feeling shared with participants on the other end of the political spectrum, including Marien Richardson, a conservative content creator who participated in the episode with Khanna, which focused on views towards the Epstein files.
− MOORE: Marien Richardson is a conservative content creator who participated in the Khanna episode.
+ "I just look at it as very brave, even if I completely disagree with their policy.
− She says she doesn't agree with his views, and even though he didn't change her mind, she respects him - or any politician - for doing it.
+ It is very brave to even show up to a discussion like that," Richardson said, explaining that while the California Democrat didn't change her views, she respects him or any politician for agreeing to go on the program.
− RICHARDSON: I just look at it as very brave.
+ "This platform is so unique because it appeals to both sides by giving both sides an arena, almost." It's something Jubilee's leaders, like Lee, are thinking about as they consider the company's future.
− Even if I completely disagree with their policy, it is very brave to even show up to a discussion like that.
+ One goal for 2028: Jubilee's own presidential debate.
− MOORE: It's something Jubilee's leaders, like Lee, are thinking about as they consider the company's future. One goal for 2028 - Jubilee's own presidential debate. Elena Moore, NPR News. (SOUNDBITE OF MUSIC) Copyright &copy; 2026 NPR. All rights reserved. Visit our website terms of use and permissions pages at www.npr.org for further information. Accuracy and availability of NPR transcripts may vary. Transcript text may be revised to correct errors or match updates to audio. Audio on npr.org may be edited after its original broadcast or publication. The authoritative record of NPR’s programming is the audio record. Facebook Flipboard Email Read & Listen Home News Culture Music Podcasts & Shows Connect Newsletters Facebook Instagram Press Public Editor Corrections Transcripts Contact & Help About NPR Overview Diversity NPR Network Accessibility Ethics Finances Get Involved Support Public Radio Sponsor NPR NPR Careers NPR Shop NPR Extra Terms of Use Privacy Your Privacy Choices Text Only Sponsor Message Sponsor Message Become an NPR sponsor (function () { var loadPageJs = function () { (window.webpackJsonp=window.webpackJsonp||[]).push([[22],{309:function(e,n,o){o.p=NPR.serverVars.webpackPublicPath,Promise.all([o.e(1),o.e(2),o.e(3),o.e(4),o.e(80)]).then((e=>{o(15),o(770),o(154),o(175),o(93),o(448),o(253),o(128),o(130),o(755),o(174),o(756),o(254),o(77),o(774)}).bind(null,o)).catch(o.oe)},783:function(e,n,o){e.exports=o(309)}},[[783,0]]]); }; if (document.readyState === 'complete') { loadPageJs(); } else { window.addEventListener('load', function load() { window.removeEventListener('load', load, false); loadPageJs(); }); } })();
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