functions.php

function customise_product_brand_slug ( $tax ) {
	$tax['rewrite']['slug'] = 'artists';
	$tax['labels']['name']  = 'Artists';
	$tax['labels']['add_new_item'] = 'Add New Artist';
	$tax['labels']['search_items'] = 'Search Artists';
	$tax['labels']['all_items'] = 'All Artists';
	$tax['labels']['edit_item'] = 'Update Artist';
	$tax['labels']['update_item'] = 'Update Artist';
	$tax['labels']['new_item_name'] = 'New Artist Name';
	return $tax;
}
add_filter( 'register_taxonomy_product_brand', 'customise_product_brand_slug' );