Martin later became the chief of Parlophone Records. He was also its staff producer. Martin was in charge of recording sessions and chose songs for Parlophone artists to record. He made comedy records (often working with Peter Sellers and Spike Milligan) along with his usual jobs, to help promote the label. When rock and roll became popular in the mid-1950s, Martin began looking for rock groups or artists to join Parlophone. He recorded several such artists, but none of their records became big hits.