(CNN) One of Osama bin Laden's sons could be expanding his role as a terrorist spokesman, with al Qaeda this week releasing another video that features his voice.

On Monday, an audio recording surfaced in which Hamza bin Laden calls for unity among jihadi militants in Syria, who currently fight under competing banners ranging from ISIS to al Qaeda. He also calls for jihad against Israel and its American backers to "liberate" Palestine, according to a translation by the SITE Intelligence Group

It is his second such recording in less than a year, and could represent an effort by al Qaeda to capitalize on the impact of the bin Laden name.

"Obviously, he has the family name," said CNN national security analyst Peter Bergen. "He's now playing a propaganda role, and he's a lot younger than some of the other leaders of al Qaeda, in their 50s or their 60s."

Hamza bin Laden is believed to be in his early or mid-20s, and could represent al Qaeda's next generation.

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