Renaming the usb mass storage device (BEAGLEBONE partition) programmatically

I’m wondering how the partition “BEAGLEBONE” on the beaglebone can be renamed for the computer. I’ve already tried by simply renaming it on my mac and on my pc and whatever change I do there seems to stay when moved to other devices - but it feels like a barbaric way to do it and would have preferred a programmatical approach on the beaglebone itself.

So how can I on the beaglebone make the BEAGLEBONE partition into something else? Preferably on boot?