Guys, I'm 13, and I totally HATE Beats. Even before I even knew what audiophiles were. I think that if you show him this, coming from someone his age, he will understand.
Swag really means "Secretly We Are Gay" I'm serious. Swag is a word used by douchebags and morons, so is YOLO. Tell him that if he wants to be a *********
(no offense) he should buy Beats, and put his pants on his knees and shout YOLO everywhere, etc.
Please buy him any other headphone and make him listen and I'm sure he will see, I've convinced many friends, One of them will buy Bowers & Wilkins and the other one ATH-M50's
Tell him this exact words: "Bro, headphones are made for listening not for fashion and looks. If you love music you can wear a clothes hangers as headphones and not give ****."
Nice to see a kid who has not been completely brainwashed yet.
But people like you and us are just the minority. We are surrounded by people who spend all day updating facebook statuses, think Chris Brown and Nicki Minaj have incredible singing talent and *SWAG*, whatever they call it, and will do all they can to be like their idols. That includes buying Beats. Especially at the early teenage most if not all kids are very rebellious in their ways of thinking and will not give a ^#(%#( about what adults tell them. Beats give them the *cool* bonus points, that is when they go to school everyone thinks they are the coolest swaggest guys and gals ever. Some people are fine with being the uncool kid, some are not, Beats are made with the latter in mind, and they did a good job. So we can't really blame a 11 year old kid for liking Beats, he's too young to sway from marketing lies and appreciate good sound, nor does he have trained ears to do so. So it depends a lot on OP whether his bro can become an audiophile or not
I started this hobby at around 16, if Beats had been around at that time I'd probably have fallen into the same trap.