Matt, you don't need a Page unless you want to have one, you can post on your personal page about the Artist of the Week, then when it's your turn, you decide which link you want members to include in their write-up, it could be your FB profile, your Etsy shop, anything!
Louise, I'm writing a bit of a guide to FB at the moment which will hopefully help newbies, which you probably aren't with over 100 fans! I'll look into the URL thing, as it's a while since I changed mine and I can't quite remember.