[P.S. His life goal at age 13 is to work in a record store, and he is unable to entertain a grander calling at this time.]
What about
owning a record store? At least that gives you a loftier goal to work toward. I would think you could talk about what type of record store he wants to own, how he can get backing for such a business, what kind of education might be helpful, etc. If you talk about it conversationally, instead of lecturing, he might start to see a bigger picture on his own. Just a thought... but I get that it's difficult to see too far into the future for most 13 year olds.
