Alesis founder and chief designer Keith Barr is reported to have passed away of natural causes on August 24, 2010 at age 61. Alesis Studio Electronics was founded in 1984 by Keith Barr (who co-founded MXR) in Hollywood, California. Leveraging his ability to design custom integrated circuits, Barr’s company was able to introduce products with feature sets that, up to that time, had been extremely expensive. Alesis’ products were within the realm of most project studios, making them very successful. Alesis’ first product was the XT Reverb. Introduced in 1985, the XT Reverb was an all-digital reverb that carried an unprecedented low price of $799.