Possible to retitle “brands” as “artists”?

Am testing out the Premmerce Brands tool for use in a website that will feature individual artists (not certain of best practices, but seems like having “Artists” separate from Categories (or Tags) is a solution, though I am open to suggestions).

As the artists are individual people, I would be curious to see if it’s feasible to alter the permalink structure (or the plugin overall) to display “brands” as “artists”.

Ideally the following URLs would be affected:

…/brands/ –> …/artists/

Then for individual brand pages:

…/product_brand/artist-name/ –> …/artists/artist-name/