Many media companies have set out to be the Disney of X. But Jubilee Media seems to have carved out a niche for itself by aiming to become the “Disney for empathy,” according to the media company’s founder and CEO Jason Y. Lee. Empathy is a pretty unusual content category, though, of which Jubilee Media is well aware.

“A lot of people have trouble putting us into a particular category or box. And we see that as a tremendous whitespace that we want to kind of own and grow into,” Lee said in the latest episode of the Digiday Podcast..

Jubilee’s empathetic bailiwick also seems to present a timely opportunity for the media company to attract audiences in search of some positivity amid all the day-to-day gloom and doom. 

“It’s no coincidence that Jubilee really starts picking up momentum because people are hungry [for empathetic content]. That’s what we need, right? We want to connect with each other,” said Mike Su, director of Snap’s accelerator program Yellow and an individual investor in Jubilee Media, who joined Lee in the episode.