Who doesn’t like to sing in the shower? Progressive is tapping into that fun pastime in a new effort to connect with first-time homeowners in their 20s and 30s.

Rather than going the traditional advertising route, Progressive and agency partner Arnold decided to created 'Shower Sessions,' which is a healthy combination of a podcast and branded video series – all filmed in a bathroom. Grammy-winning artist St. Vincent is hosting the interview-musical performance series, which launches today.

Who doesn’t like to sing in the shower? Progressive is tapping into that fun pastime in a new effort to connect with first-time homeowners in their 20s and 30s.

Rather than going the traditional advertising route, Progressive and agency partner Arnold decided to created "Shower Sessions," which is a healthy combination of a podcast and branded video series – all filmed in a bathroom. Grammy-winning artist St. Vincent is hosting the interview-musical performance series, which launches today.

According to Progressive and Arnold’s research, home buyers in their 20s and 30s are passionate about music and podcasts, which attract 75 million monthly listeners, two out of three whom are between 18 and 34 years old.

 "Singing in the shower is a universal experience. With Shower Sessions, we wanted to take that universal experience and elevate it, with St. Vincent as our muse. We essentially asked ourselves – what would the St. Vincent version of singing in the shower be?" said Sean McBride, chief creative officer of Arnold.

He added: "And where we landed was that the performances would be raw and eclectic, the interviews would be surprising, and the aesthetics would be slightly askew. We’re excited for music fans to get the chance to see and hear this content. We’ve very proud of it."

Arnold collaborated with Vivendi sister company Universal Music Group get St. Vincent onboard and to artists including, Kassi Ashton, Loote, Donna Missal, Duckwrth, Banners and Amber Mark.

"Shower Sessions" podcasts can be accessed via Apple, Stitcher, Google Play and Spotify, with videos available on the Progressive YouTube page. Quibi will also feature musical performances in its Brand Spotlight section.